ScholarWorks@중앙대학교

초록

Despite the increasing use of generative art in retail and service settings, its influence on consumer evaluations and approach behaviors remains underexplored. This study addresses this gap by examining how generative art affects consumers' approach intentions in metaverse-based virtual stores. Grounded in art infusion theory, two experiments using a 2 × 2 between-subjects design were conducted to test the effects of generative art in virtual fashion retail settings. The results of Study 1 (N = 120) reveal that the presence of generative art enhanced store visit intentions by increasing perceived exclusivity and aesthetic pleasure, with this effect moderated by brand type (mass vs. luxury). The results of Study 2 (N = 90) revealed that the dynamism of generative art positively influenced word-of-mouth intentions through two mediators, with the effect moderated by consumers’ artistic openness (low vs. high). This study contributes to the retail literature by identifying generative art as a novel environmental cue that enhances consumer experience, with its effectiveness shaped by both contextual and individual factors. Moreover, the findings provide practical insights for retailers and service providers seeking to leverage generative art as an affordable and sustainable tool to foster positive consumer responses.

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