[논문]A Study on the Impact of Perceived Value of Art Based on Artificial Intelligence on Consumers' Purchase Intention

Wang, Ruomu

doi:10.9708/jksci.2021.26.01.275

[국내논문] A Study on the Impact of Perceived Value of Art Based on Artificial Intelligence on Consumers' Purchase Intention 원문보기

韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.26 no.1, 2021년, pp.275 - 281

Wang, Ruomu (Dept. of Global Fine Art Graduate School, Kyonggi University)

초록
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본 연구의 목적은 인공지능예술작품 구매할 때 소비자들이 어떤 감지가 있는지, 그리고 구매의 향과 어떤 관계가 있는지 살펴보는데 있다. 본 연구에서 고객감지가치가 제품감지가치, 서비스감지가치 그리고 사회감지가치 총 3가지를 제시하였다. 이를 바탕으로 고객감지가치와 구매의향 간의 모델을 구축하였다. 연구를 위해 데이터 수집은 온라인 설문 조사를 실시하였다. SPSS24.0와 AMOS24.0을 통해 수집한 데이터의 신뢰성, 타당성 및 구조 방정식 분석을 통해 가설 검증을 하였다. 검정결과를 보면 제품인지가치와 서비스인지가치는 소비자의 온라인 구매의향에 긍정적인 영향을 미친다. 그러나 사회인지가치가 소비자의 구매의향에 영향을 주지 않는 결과가 나타났다.

Abstract ▼ AI-Helper

The purpose of this research is to explore what factors affect consumers' purchasing decisions when purchasing artificial intelligence artworks. The research pointed out that in the real shopping model, customer perceived value includes three dimensions: product perceived value, service perceived value and social perceived value. On this basis, an artificial intelligence work purchase decision-making influence model was constructed, and an online survey was attempted to collect data. Through analysis of the reliability, effectiveness and structural equations of SPSS24.0 and AMOS24.0, and scientific verification and analysis, we found that product cognitive value and service cognitive value have a positive impact on consumers' purchase intentions, but social cognition Value has no positive effect on consumers' purchasing intentions.

Keyword

표/그림 (5)

그림 Fig. 1. Author's Collation Model
표 Table 1. Reliability analysis
그림 Fig. 2. Construction equation structure model
표 Table 2. Validity analysis
표 Table 3. path test results

AI 본문요약
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가설 설정

H1: The product value of artificial intelligence artworks has a beneficial effect on consumers' purchasing intentions.
H2: The service value of artificial intelligence artworks has a beneficial effect on consumers' purchasing intentions.
H3: The social value of artificial intelligence artworks has a beneficial effect on consumers' purchasing intentions.

제안 방법

, and obtains 400 analysis samples to investigate the impact of customer perceived value on consumers' purchase The mechanism of buying decision. This study also proposes the measurement dimension of customer perceived value in online shopping environment, and analyzes the mechanism of customer perceived value on online shopping decision-making, which will further enrich the theory of customer perceived value. The conclusion is helpful to improve the decision-making level of consumers, and to understand the transformation process of consumers' decision-making.
This research takes the artificial intelligence artwork that has emerged in recent years as the research object, and takes the product value, service value and social value of artificial intelligence artwork as variables to study the impact of these three independent variables on the dependent variable. Through scientific analysis methods, we can see that the quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention, and the service quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention.

대상 데이터

This research uses the recent online and offline consumer groups of artworks (art works, design works, etc.) based on artificial intelligence technology that have appeared online and offline as the research object. It will start from April 1, 2020 to May 1, 2020.
It will start from April 1, 2020 to May 1, 2020. Through the research 500 questionnaires were distributed in the same way, and 495 were recovered. Aside from invalid questionnaires, 472 valid questionnaires were finally used for data collation and analysis.

데이터처리

AMOS24.0 software was used to evaluate the model and verify the hypothesis, and then the hypothesis test was carried out, and the conclusion was obtained.

성능/효과

Through scientific analysis methods, we can see that the quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention, and the service quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention
Through scientific analysis methods, we can see that the quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention, and the service quality of artificial intelligence artwork has a beneficial effect on consumers' purchase intention. It shows that after so many years of artificial intelligence development, a large part of sophisticated artificial intelligence has reached the ability to produce high-end artworks, and these artworks have also been recognized by consumers. But the social value of artworks has not yet reached the expected results.
In the future, this research can also be conducted in a more detailed manner. After subdividing the artwork from the specific perspective of calligraphy, calligraphy or design, it should also obtain better effects and more meaningful meaning. The data collection of this study should be more widely collected samples from all over the world should have a better verification effect.

후속연구

After subdividing the artwork from the specific perspective of calligraphy, calligraphy or design, it should also obtain better effects and more meaningful meaning. The data collection of this study should be more widely collected samples from all over the world should have a better verification effect. In addition, scientific analysis methods can be carried out from the perspective of big data, and more meaningful conclusions should be drawn.
The data collection of this study should be more widely collected samples from all over the world should have a better verification effect. In addition, scientific analysis methods can be carried out from the perspective of big data, and more meaningful conclusions should be drawn.

참고문헌 (12)

E. L. Spratt,A. Elgammal. "Computational, Beauty: Aesthetic Judgment at the Intersection of Art and Science", ECCV 2014 Workshops,pp.35-53.Sep. 2014. DOI: 10.1007/978-3-319-16178-5_3
Stork,D.G.,"Computer vision and computer graphics analysis of paintings and drawings: An introduction to the literature,In: Computer Analysis of Images and Patterns", Springer,pp.9-24. Aug. 2009. DOI: 10.1007/978-3-642-03767-2_2

상세보기
Ahmed Elgammal; Bingchen Liu; Mohamed Elhoseiny; Marian Mazzone," CAN: Creative Adversarial Networks Generating "Art" by Learning About Styles and Deviating from Style Norms", eprint arXiv:1706.07068.06/2017.pp.12-20. Jun. 2017.
Wu Han Dong. "Institutional arrangement and legal regulation in the age of artificial intelligence". Journal of Northwest University of political science and law, pp.128-136, Jun. 2017.
Sun Shan. "Proof of work attributes of artificial intelligence generated content", Journal of Shanghai University of Political Science and Law, pp.84-94. Mar. 2019.
Ma Zhiguo, Liu Zhen. "The qualitative and institutional arrangement of the copyright of artificial intelligence creations". Science, Technology and Publishing, pp. 107-114. Oct. 2019.
Huang Yuye, Sima hang. "The right ownership of AI generated works from the perspective of fruits". Journal of Henan Normal University Philosophy and Social Sciences, pp.23-29. April 2018.
Yi Jiming. "Are artificial intelligence creations works?" Science of Law Journal of Northwest University of Political Science and Law, pp.137-147. May 2017.
Harold Cohen, artist-obituary, The Telegraph, http://www.telegraph.co.uk/obituaries/2016/05/22/haroldcohen-artist--obituary/
L. Gatys and etc, "A Neural Algorithm of Artistic Style", Journal of Vision, Vol.16, pp.326. Sep 2015. DOI: 10.1167/16.12.326

상세보기
A.Elgammal and etc, "CAN: Creative Adversarial Networks Generating 'Art' by Learning About Styles and Deviating from Style Norms", June 23, 2017,pp.1-22.
Arthur P. Shimamura and Stephen E. Palmer, "Aesthetic Science: Connecting Minds, Brains, and Experience", Toward a Science of Aesthetics, January, 2012. ,DOI: 10.1093/acprof:oso/9780199732142.003.0010

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DOI : 10.9708/jksci.2021.26.01.275 [무료]
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