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A Study on the Psychological and Behavioral Changes of Art Consumption in the Age of Artificial Intelligence

Liwen Shi

Liwen Shi

  • College of Humanities and Art, Macau University of science and technologyChina
  • China-Korea Institute of New Media, Zhongnan University of Economics and LawWuhan, China
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Shi, Liwen
 et 
Cong Peng

Cong Peng

Faculty of Business, City University of MacauChina
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Peng, Cong
  
29 sept. 2025
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Publié en ligne: 29 sept. 2025
Reçu: 14 janv. 2025
Accepté: 19 avr. 2025
DOI: https://doi.org/10.2478/amns-2025-1136
Mots clés
© 2025 Liwen Shi and Cong Peng, published by Sciendo.
This work is licensed under the Creative Commons Attribution 4.0 International License.

Figure 1.

Changes in the psychology and behavior of art consumption
Changes in the psychology and behavior of art consumption

Figure 2.

TPB structure model
TPB structure model

Figure 3.

The mechanism of the formation of art consumption behavior
The mechanism of the formation of art consumption behavior

Figure 4.

Normal test results
Normal test results

Figure 5.

The model of the structure equation is matched
The model of the structure equation is matched

The fitting degree of the structural equation model

Index Ideal value Fitting value Result
X2/df <3.5 3.072 Good
RMSEA <0.09 0.061 Good
GFI >0.85 0.948 Good
AGFI >0.85 0.925 Good
CFI >0.85 0.879 Good
IFI >0.85 0.884 Good
TLI >0.85 0.906 Good

The path analysis of the structural equation

Path Effect Estimate S.E. C.R. P Hypothe
APC→ATT 0.528 0.272 0.057 9.728 *** Support
APC→ACB 0.331 0.293 0.032 7.425 *** Support
APC→ER 0.364 0.185 0.049 8.313 ** Support
ER→ATT 0.379 0.368 0.061 7.904 *** Support
ER→WC 0.512 0.176 0.043 7.672 ** Support
ER→ACB 0.247 0.142 0.056 7.436 ** Support
WC→ATT 0.273 0.157 0.048 8.141 * Support
WC→ACB 0.486 0.194 0.034 7.617 *** Support
ATT→ACB 0.439 0.126 0.051 9.473 *** Support

Discriminant Validity results

APC ER WC ATT ACB
APC 0.838 - - - -
ER 0.547*** 0.830 - - -
WC 0.505*** 0.536*** 0.815 - -
ATT 0.592*** 0.528*** 0.554*** 0.845 -
ACB 0.539*** 0.591*** 0.612*** 0.636*** 0.826

Indirect effect test results

No. Path Effect value S.E. Bias-corrected 95%CI
Lower Upper P
1 APC→ATT→ACB 0.076 0.013 0.059 0.156 0.002
2 ER→ATT→ACB 0.083 0.021 0.101 0.183 0.005
3 WC→ATT→ACB 0.062 0.027 0.084 0.175 0.000
4 APC→ER→WC 0.094 0.038 0.136 0.428 0.001

Reliability analysis of questionnaire data

Study variable Code CITC Deletion Cronbach α
Art product cognition (APC) APC1 0.824 0.822 0.894
APC2 0.721 0.845
APC3 0.796 0.864
APC4 0.748 0.816
Emotional response (ER) ER1 0.756 0.871 0.913
ER2 0.827 0.908
ER3 0.784 0.893
ER4 0.851 0.885
Willed control (WC) WC1 0.709 0.932 0.948
WC2 0.732 0.867
WC3 0.758 0.898
Attitude (ATT) ATT1 0.812 0.861 0.885
ATT2 0.864 0.872
Artistic consumption behavior (ACB) ACB1 0.896 0.847 0.862
ACB2 0.763 0.835

Degree of model fit

Study variable Code Std. Estimate S.E. T CR AVE
Art product cognition (APC) APC1 0.727 1.077 0.041 8.482*** 0.866 0.702
APC2 0.845 0.934 0.055 9.729***
APC3 0.884 0.943 0.079 8.068***
APC4 0.873 0.986 0.065 9.385***
Emotional response (ER) ER1 0.808 1.025 0.072 7.421*** 0.892 0.689
ER2 0.846 0.917 0.053 9.297***
ER3 0.862 1.091 0.078 9.345***
ER4 0.859 0.976 0.057 8.394***
Willed control (WC) WC1 0.773 0.967 0.079 8.883*** 0.851 0.665
WC2 0.806 1.079 0.063 8.569***
WC3 0.835 0.983 0.051 8.627***
Attitude (ATT) ATT1 0.813 0.932 0.072 7.426*** 0.873 0.714
ATT2 0.722 0.997 0.045 8.652***
Artistic consumption behavior (ACB) ACB1 0.784 1.038 0.058 7.154*** 0.904 0.683
ACB2 0.741 0.946 0.063 7.645***

Direct effect test results

Path Effect value S.E. Bias-corrected 95%CI
Lower Upper P
APC→ATT 0.528 0.057 0.083 0.189 0.005
APC→ACB 0.331 0.032 0.111 0.222 0.001
APC→ER 0.364 0.049 0.072 0.363 0.009
ER→ATT 0.379 0.061 0.089 0.214 0.002
ER→WC 0.512 0.043 0.064 0.157 0.004
ER→ACB 0.247 0.056 0.095 0.286 0.000
WC→ATT 0.273 0.048 0.051 0.181 0.001
WC→ACB 0.486 0.034 0.047 0.216 0.004
ATT→ACB 0.439 0.051 0.062 0.298 0.008

Frequency statistics of basic information

Variable Marking Value Frequency Percentage
Sex Male 0 162 35.76%
Female 1 291 64.24%
- Total 453 100.00%
Age Under 20 0 93 20.53%
20~28 1 277 61.15%
28~36 2 54 11.92%
Over 36 3 29 6.40%
- Total 453 100.00%
Education level Specialty 0 62 13.69%
Undergraduate 1 254 56.07%
Master 2 128 28.26%
Doctor 3 9 1.99%
- Total 453 100.00%

The specific content of the questionnaire

Study variable Measurement dimension Code
Art product cognition (APC) Marketing activities APC1
Past behavior APC2
Aesthetic perception APC3
Aesthetic demand APC4
Emotional response (ER) Aesthetic expectation ER1
Aesthetic understanding ER2
Aesthetic creation ER3
Aesthetic experience ER4
Willed control (WC) Subjective specification WC1
Perceived risk WC2
Perceptual control WC3
Attitude (ATT) Cognitive attitude ATT1
Emotional attitude ATT2
Artistic consumption behavior (ACB) Purchase intention ACB1
Introductory intention ACB2

Independent T-test on sex

Dimension Variance Levene test of variance T test of the mean variance
F Sig T df Sig(2-tailed)
APC Equality 3.487 0.072 -3.127 226 0.002
Inequality - - -3.068 159.42 0.008
ER Equality 5.369 0.005 -3.574 226 0.006
Inequality - - -3.329 161.28 0.001
WC Equality 8.523 0.047 -3.306 226 0.006
Inequality - - -3.215 179.36 0.000
ATT Equality 4.759 0.003 -3.768 226 0.007
Inequality - - -3.591 162.51 0.003
ACB Equality 9.612 0.000 -4.035 226 0.000
Inequality - - -3.884 165.84 0.009
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