ArticleScientific reports2026
Understanding purchase intention for genAI-enabled museum cultural and creative products using a SOR model.
Article in Scientific reports, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Generative artificial intelligence (GenAI) is reshaping cultural and creative design and raising new questions about how consumers evaluate museum cultural and creative products (MCCPs). Drawing on the Stimulus-Organism-Response (SOR) framework, this study conceptualizes novelty (NOV), originality (ORI), and cultural congruence (CUL) as key GenAI-enabled design stimuli in MCCPs, and models perceived value (PV) and emotional resonance (ER) as organismic states linked to purchase intention (PI). We surveyed Chinese consumers with basic GenAI literacy (N = 312) and analyzed the data using partial least squares structural equation modeling (PLS-SEM). Within the focal context and sample, NOV, ORI, and CUL are all positively associated with PV, ER, and PI, and PV and ER exhibit small but stable partial mediating roles in the relationships between the three stimuli and PI. Among the direct paths, NOV shows the strongest association with PI (β = 0.269, p < 0.001), ORI is more strongly related to ER, and CUL exerts a comparatively larger impact on PV. The model explains 48.0% of the variance in PI (R
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