Abstract

This study integrates the Stimulus–Organism–Response (SOR) framework with structural equation modeling (SEM) to explore the influence of AIGC-assisted special-shaped brush rack design on Generation Z consumers. Product value perception is operationalized as the stimulus (S), consumer satisfaction as the organism (O), and purchase intention as the response (R). Questionnaire data were analyzed through SEM, while AIGC tools were used to generate and optimize design schemes. The results indicate that cultural value, functional value, and emotional experiential value all positively influence purchase intention, among which functional value has the strongest effect. The study demonstrates that AIGC can improve both design efficiency and aesthetic adaptability in cultural and creative product development. This research expands the application of the SOR model in AIGC-driven cultural design and provides practical support for the digital innovation of traditional brush rack products and related intangible cultural heritage. The proposed framework not only contributes to the empirical application of the SOR model in cultural and creative product design but also provides practical guidance for the digital reinterpretation of brush racks and related intangible cultural heritage products.

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