Study on the Impact of AIGC Technology Integration Application on Consumer Behavioral Intentions of Chinese Ethnic Minority Cultures

The cultures of China’s ethnic minorities, with their rich histories, languages, customs, and artistic expressions, form a vital part of Chinese civilization and global cultural heritage. In the digital era, preserving and revitalizing these traditions is increasingly important. This study investigates how Artificial Intelligence Generated Content (AIGC) influences consumer engagement with minority cultures. A questionnaire survey was conducted with 1,005 Chinese respondents to examine three core aspects: (1) the effects of different content production modes (User-Generated Content, Professionally-Generated Content, and AIGC) on consumer behavioral intention and cultural experience; (2) the influence of AIGC content types (functional, emotional, and entertainment) and application scenarios (entertainment, service, and commercial); and (3) the mediating role of flow experience in these relationships. Data were analyzed using PLS-SEM, Pearson correlation, multiple regression, and bootstrapped mediation analysis. Results show that AIGC in service and commercial contexts significantly enhances engagement, with emotional and entertainment content, particularly in PGC formats, enriching cultural experiences. Flow experience mediates most of these relationships. These findings highlight the potential of AIGC to support the digital preservation and interactive transmission of ethnic minority traditions.