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논문 기본 정보

저자정보
(Sejong University)
저널정보
한국전시산업융합연구원 한국과학예술융합학회 한국과학예술융합학회 Vol.42 No.4
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    초록·키워드

    Artificially Generated Content (AIGC) is profoundly influencing the film and animation industry. With the rapid advancement of AI technology, China"s practice in AIGC animation has entered a boom phase. "Poems of Timeless Acclaim," 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" 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.

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