Research on the Impact of Types of Knowledge Workers' Co-Creation with AI on Purchase Intention of Product^*

The co-creation between knowledge workers and AI has become a hotbed of innovation, with three typical types of co-creation emerging in practice (such as human-led, etc.). However, the impact of co-creation types on purchase intention of products has not been fully explored. This study uses an experimental method to explore the impact of the co-creation types between employees and AI on purchase intention in three production scenarios. The results show that the type of co-creation significantly affects purchase intention, with the temporal and content characteristics of the co-creation process playing a moderating role. The research enriches the theory of knowledge work and provides practical guidance for improving product purchase intention and promoting innovation.