Ảnh hưởng của sự độc đáo do tích hợp AI đến truyền miệng tích cực tại triển lãm kỹ thuật số ở Việt Nam: Vai trò cảm nhận sự hiện diện không gian=The influence of AI-based originality to positive word-of-mouth at the digital exhibitions in Vietnam: The mediating role of perceived spatial presence

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Tác giả: Anh Trần Lê Quỳnh, Anh Trịnh Thùy, Huyền Nguyễn Thị Thanh, Dương Thị Thùy Trang

Ngôn ngữ: vie

Ký hiệu phân loại:

Thông tin xuất bản: Tạp chí khoa học Đại học Mở Thành phố Hồ Chí Minh - Khoa học Xã hội, 2024

Mô tả vật lý: tr.45735

Bộ sưu tập: Metadata

ID: 481266

Thêm vào giỏ

Những năm qua, nghệ thuật tích hợp trí tuệ nhân tạo (AI) ngày càng trở nên phổ biến và độc đáo. Tuy nhiên, những nghiên cứu về tác động của tính độc đáo này đối với trải nghiệm của người xem và hành vi truyền miệng tích cực vẫn còn hạn chế. Nghiên cứu này nhằm kiểm định các mối liên hệ giữa tính độc đáo của những tác phẩm nghệ thuật tích hợp AI, cảm nhận sự hiện diện không gian, và truyền miệng tích cực của người xem. Nghiên cứu áp dụng khung mô hình lý thuyết kích thích - chủ thể - phản hồi (SOR), thu thập dữ liệu bằng phương pháp chọn mẫu ngẫu nhiên hệ thống cùng kỹ thuật chặn với số mẫu gồm 204 khách tham quan triển lãm kỹ thuật số. Kết quả cho thấy sự độc đáo của các tác phẩm nghệ thuật tích hợp AI tác động dương đến sự truyền miệng tích cực, thông qua biến trung gian cảm nhận của sự hiện diện không gian. Những kết quả này có ý nghĩa lý thuyết và quản trị quan trọng, đồng thời gợi mở cho các nghiên cứu về AI trong tương lai. Về hàm ý quản trị, nghiên cứu gợi mở cho nhà quản lý triển lãm, tổ chức sự kiện về chiến lược sáng tạo tác phẩm nghệ thuật tích hợp AI độc đáo nhằm quảng bá, thúc đẩy người xem lan truyền thông tin tích cực.Over the past years, the integration of Artificial Intelligence (AI) into art has become increasingly prevalent and unique. However, research on the impact of this originality on the customer experience and positive word-of-mouth behavior remains limited. This study aims to investigate and analyze the relationship between the originality of AI-based artworks, perceived spatial presence, and positive word-of-mouth. Drawing upon the Stimulus-Organism-Response (SOR) framework, this research is conducted with a sample of 204 visitors at digital exhibition through a systematic random sampling method and mall-intercept technique. This study reveals that AI-based originality positively influences positive word-of-mouth through the mediating role of perceived spatial presence. These findings hold theoretical significance and managerial implications, contributing to guiding future research in the field of AI. For managerial implications, the study offers insights for exhibition and event organizers on the strategy of creating original AI-based artworks to generate positive word-of-mouth among visitors.

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