Research on Consumers’ Purchase Intention toward AR-based Museum Cultural and Creative Products in the Context of Human-AI Collaboration -A Hybrid SEM–ANN–NCA Approach-

Key Points

• The study aims to explore the mechanisms behind consumers' purchase intention toward AR-based museum products in the context of human-AI collaboration.
• Developed a comprehensive analysis framework integrating S-O-R theory, flow theory, and TAM.
• Conducted a survey yielding 435 valid responses focusing on AR museum product experiences.
• Employed hybrid methodologies including PLS-SEM, ANN, and NCA to validate the model from multiple perspectives.
• Immersive experiences, aesthetic quality, vitality, interactivity, and novelty significantly affect purchase intention through perceived utility and immersion.
• Analysis via ANN reaffirmed the central importance of these variables in predicting purchase intention.
• NCA results indicate that various experiential and cognitive factors operate together rather than a single condition influencing purchase intention.

Abstract