The Impact of AI-Generated Li Ethnic Cultural and Creative Products on Users’ Continuous Participation Intention

In the contemporary era marked by the deep integration of digital technology and traditional culture, AI-Generated Content (AIGC) has emerged as a pivotal driver for the innovative development of intangible cultural heritage creative products. This study investigates the influence mechanism of AI-generated Li ethnic cultural and creative products on users’ continuous participation intention from the perspective of AIGC. By employing a three-stage analytical framework of Sense–Think–Act (STA), this research examines the action paths through which factors such as perceived ease of AIGC, perceived AIGC playfulness, emotional attachment and cultural identity impact users’ continuous participation intention. The study collected 365 data points via questionnaire surveys and analysed them using the PLS-SEM method. The findings revealed that perceived ease of AIGC and perceived AIGC playfulness had significant positive effects on emotional attachment and cultural identity. Furthermore, emotional attachment and cultural identity significantly influenced continuous participation intention, acting as mediators between perceived factors and continuous participation intention. This study extends the application of the STA model by further examining emotional attachment and cultural identity within the cultural and creative industries. It provides robust theoretical support for integrating AIGC technology into intangible cultural heritage-related cultural and creative products, while also offering practical guidance for optimising product design, exploring cultural value and enhancing cultural dissemination strategies.