The influence of AI-based originality to positive word-of-mouth at the digital exhibitions in Vietnam: The mediating role of perceived spatial presence

Abstract

Over the past years, the integration of Artificial Intelligence (AI) into art has become increasingly prevalent and unique. However, research on the impact of this originality on the customer experience and positive word-of-mouth behavior remains limited. This study aims to investigate and analyze the relationship between the originality of AI-based artworks, perceived spatial presence, and positive word-of-mouth. Drawing upon the Stimulus-Organism-Response (SOR) framework, this research is conducted with a sample of 204 visitors at digital exhibition through a systematic random sampling method and mall-intercept technique. This study reveals that AI-based originality positively influences positive word-of-mouth through the mediating role of perceived spatial presence. These findings hold theoretical significance and managerial implications, contributing to guiding future research in the field of AI. For managerial implications, the study offers insights for exhibition and event organizers on the strategy of creating original AI-based artworks to generate positive word-of-mouth among visitors.