A Study on the Impact of Digital Affordance on the Continuous Viewing Intention of AIGC Animated Short Film Audiences - Focusing on the Audience of AIGC Animated Short Film “Poems of Timeless Acclaim” -

Artificially Generated Content (AIGC) is profoundly influencing the film and animation industry. With the rapid advancement of AI technology, China&quots practice in AIGC animation has entered a boom phase. &quotPoems of Timeless Acclaim,&quot the first Chinese AIGC animated short film, was broadcast in 2024, serving as a vivid epitome of AIGC empowering the cultural and creative industries. However, how AIGC animated short films continue to attract audiences remains an area for in-depth exploration. This study, taking the audience of “Poems of Timeless Acclaim” as a case, systematically examines the impact of three-dimensional digital affordances-physical, informational, and interactive-on audiences&quot continuous watching intentions, with flow experience as a mediating variable. It was found that informational and interactive affordances significantly enhance continuous watching intentions through a positive impact on flow experience, while the influence of physical affordance is relatively limited. This indicates that in the context of AIGC animation, optimizing content information quality and interactivity is crucial. As user habits evolve, the importance of physical device attributes may diminish. This research expands the application of digital affordance theory in the field of AIGC animation, providing theoretical insights into the consumption trends of AIGC-driven audiovisual content, and offering practical guidance for the industry to optimize animation design and enhance user engagement. Future construction of AIGC content ecosystems requires coordinated efforts in content creation, platform operation, and marketing promotion, focusing on enhancing information quality, innovating interaction modes, building immersive experiences, and exploring cultural and emotional values, to promote the healthy development of the AIGC industry with smart, personalized experiences.