Abstract
Artificial intelligence (AI) is widely employed to empower creative industries. Many enterprises have adopted AI to design creative products (CPs). This study investigates the determinants of purchase behavior and consumer attitudes towards AI-design CPs. Two studies were conducted. Study 1, with 764 participants, aims to determine if consumers have a positive view of AI design. Results indicate recognition of AI's creative abilities, with the designer's identity significantly affecting creativity evaluation. Study 2, based on 328 surveys, explores consumer evaluations of AI-designed products, purchase intentions, and attitudes. The result indicates that the impact of social relationship value on consumer purchase intention is the highest. These findings suggest practitioners should highlight the advanced nature of AI-generated design, enhance the cultural significance of the product, and emphasize its social value. Addressing consumer aesthetic preferences and leveraging technology, such as AI-customized services, is crucial for enhancing emotional value and the overall consumer experience.
Keywords
creative products; ai-designed; theory of consumption value; purchase intention
DOI
https://doi.org/10.21606/drs.2024.392
Citation
Wang, L., Zhang, X., and Ji, T. (2024) AI-designed Creative Products: Consumption, creativity, and consumer Value, in Gray, C., Ciliotta Chehade, E., Hekkert, P., Forlano, L., Ciuccarelli, P., Lloyd, P. (eds.), DRS2024: Boston, 23–28 June, Boston, USA. https://doi.org/10.21606/drs.2024.392
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Paper
Included in
AI-designed Creative Products: Consumption, creativity, and consumer Value
Artificial intelligence (AI) is widely employed to empower creative industries. Many enterprises have adopted AI to design creative products (CPs). This study investigates the determinants of purchase behavior and consumer attitudes towards AI-design CPs. Two studies were conducted. Study 1, with 764 participants, aims to determine if consumers have a positive view of AI design. Results indicate recognition of AI's creative abilities, with the designer's identity significantly affecting creativity evaluation. Study 2, based on 328 surveys, explores consumer evaluations of AI-designed products, purchase intentions, and attitudes. The result indicates that the impact of social relationship value on consumer purchase intention is the highest. These findings suggest practitioners should highlight the advanced nature of AI-generated design, enhance the cultural significance of the product, and emphasize its social value. Addressing consumer aesthetic preferences and leveraging technology, such as AI-customized services, is crucial for enhancing emotional value and the overall consumer experience.