AI-empowered Design of Museum Cultural and Creative Products: Consumer Perception of Creativity and Its Impact on Consumption Decision-making

Abstract

The integration of Artificial Intelligence (AI) in the design process is transforming the cultural and creative industries, especially in the design of Museum Cultural and Creative Products (MCCPs). This study investigates consumer perceptions of creativity in AI-generated MCCPs and applies the Theory of Consumption Values (TCV) to assess how different dimensions of consumer value：quality value, social value, innovation value, and experiential value affect purchase intentions toward AI-designed MCCPs. Additionally, it explores how perceptions of creativity influence purchase decisions.The study is divided into two parts: study1 with a sample of 546 participants, examines how consumers perceive the creativity of MCCPs designed by AI versus human designers. Study2 based on 412 completed surveys, explores consumer purchase intentions for AI-designed products and how perceptions of creativity in AI-designed products influence the relationship between consumption values and purchase intentions. The findings show that consumers are more likely to accept AI-designed products when they perceive them as emotionally appealing and culturally valuable. The study also finds that creativity perception enhances the positive impact of quality, social, innovation, and experiential values on consumers' intension to purchase AI-generated MCCPs.This study helps deepen the understanding of the intersection between AI, creativity, and consumer behavior. The results provide valuable insights for cultural institutions, designers, and marketers, helping them leverage AI to enhance product design while maintaining cultural authenticity.

Keywords: Creativity, Artificial Intelligence (AI), Museum Cultural And Creative Products (MCCPs)

DOI: 10.54941/ahfe1007459