Table 5 Results of confirmatory factor analysis.
Construct | Item | Factor loading | α | AVE | CR |
|---|---|---|---|---|---|
Perceived value | PV1: Compared to the costs I need to pay, purchasing AI-generated cultural and creative products offers good value for money | 0.804 | 0.895 | 0.681 | 0.895 |
PV2: Overall, purchasing AI-generated cultural and creative products offers great value | 0.824 | ||||
PV3: I think that purchasing AI-generated cultural and creative products is worthwhile | 0.825 | ||||
PV4: AI-generated cultural and creative products embody significant cultural value and depth | 0.847 | ||||
Perceived price | PP1: I think that the cost of purchasing AI-generated cultural and creative products is reasonable | 0.9 | 0.922 | 0.749 | 0.923 |
PP2: I think the prices of AI-generated cultural and creative products are clear and transparent | 0.846 | ||||
PP3: I think the cost of AI-generated cultural and creative products is more competitive than traditional cultural and creative products | 0.852 | ||||
PP4: At current prices, AI-generated cultural and creative products offer good value | 0.862 | ||||
Facilitating conditions | FC1: I have channels to purchase AI-generated cultural and creative products | 0.739 | 0.818 | 0.530 | 0.819 |
FC2: It is convenient to purchase AI-generated cultural and creative products services | 0.744 | ||||
FC3: I think the transaction process is smooth when purchasing AI-generated cultural and creative products | 0.708 | ||||
FC4: The payment process is simple when purchasing AI-generated cultural and creative products | 0.721 | ||||
Social influence | SI1: People who influence my behavior will think that I should buy AI-generated cultural and creative products. | 0.917 | 0.932 | 0.776 | 0.933 |
SI2: People who are important to me think I should buy AI-generated cultural and creative products | 0.884 | ||||
SI3: People around me will have a positive attitude toward my purchase of AI-generated cultural and creative products | 0.842 | ||||
SI4: If people around me buy AI-generated cultural and creative products, then I will buy them too | 0.879 | ||||
Hedonic motivation | HM1: AI-generated cultural and creative products are interesting | 0.844 | 0.890 | 0.670 | 0.890 |
HM2: Purchasing AI-generated cultural and creative products is a pleasure | 0.79 | ||||
HM3: Enjoy buying AI-generated cultural and creative products | 0.813 | ||||
HM4: Have fun buying cultural and creative products generated by AI | 0.826 | ||||
Cultural experience | CE1: I want to buy cultural and creative products with cultural heritage | 0.767 | 0.854 | 0.594 | 0.854 |
CE2: I am passionate about understanding the culture behind cultural and creative products | 0.747 | ||||
CE3: The more I feel about this culture, the more I want to buy it | 0.759 | ||||
CE4: I want to see the world through culture in cultural and creative products | 0.809 | ||||
Generate quality | GQ1: The higher the quality of the cultural and creative products generated by AI, the more willing I am to buy them | 0.834 | 0.877 | 0.640 | 0.877 |
GQ2: I am more willing to buy creative and unique AI cultural and creative products | 0.792 | ||||
GQ3: The cultural and creative products generated by AI are highly detailed and I am more willing to buy them | 0.8 | ||||
GQ4: AI-generated cultural and creative products have high aesthetic value and I am more willing to buy them | 0.774 | ||||
Perceived behavioral control | PBC1: Purchasing AI-generated cultural and creative products is completely within my control | 0.804 | 0.897 | 0.617 | 0.865 |
PBC2: I have the ability to understand and choose cultural and creative products generated by AI | 0.797 | ||||
PBC3: I have enough information to make a choice to purchase AI-generated cultural and creative products | 0.748 | ||||
PBC4: I have enough financial resources to purchase AI-generated cultural and creative products | 0.791 | ||||
Attitude | AT1: It is advisable to purchase AI-generated cultural and creative products in daily life | 0.865 | 0.921 | 0.639 | 0.876 |
AT2: It’s fun to buy AI-generated cultural and creative products in daily life | 0.755 | ||||
AT3: It is helpful to buy AI-generated cultural and creative products in daily life | 0.782 | ||||
AT4: It is a good thing to buy AI-generated cultural and creative products in daily life | 0.792 | ||||
Subjective norms | SN1: People who are important to me will buy AI-generated cultural and creative products | 0.876 | 0.906 | 0.717 | 0.910 |
SN2: People who are important to me will want me to buy AI-generated cultural and creative products | 0.818 | ||||
SN3: People important to me think I will buy AI-generated cultural and creative products | 0.838 | ||||
SN4: I buy AI-generated cultural and creative products and have a positive attitude towards the people who matter to me | 0.855 | ||||
Purchase intention | PI1: I plan to purchase AI-generated cultural and creative products in the future | 0.809 | 0.893 | 0.660 | 0.886 |
PI2: When I buy cultural and creative products, I will first consider AI-generated products | 0.824 | ||||
PI3: I plan to recommend AI-generated cultural and creative products to people around me | 0.791 | ||||
PI4: I plan to purchase AI-generated cultural and creative products soon | 0.826 |
