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All Journal International Journal of Evaluation and Research in Education (IJERE)
Muhammad Fauzan Abu Bakar
Universiti Teknologi MARA (UiTM) Cawangan Sarawak
Education

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Cultural cognition in artificial intelligence generated content adoption among visual designers Li Yan; Muhammad Fauzan Abu Bakar
International Journal of Evaluation and Research in Education (IJERE) Vol 15, No 5: October 2026
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijere.v15i5.39625

Abstract

Artificial intelligence generated content (AIGC) is transforming visual arts by automating image design, illustration, and interface composition. Extending beyond traditional technology acceptance models (TAM), this study integrates cultural memory (CM) theory to develop a four-layer pathway model comprising CM perception, cultural cognition evaluation (cultural preservation (CP) and cultural transformation (CT)), functional assessment, and behavioral intention. Using partial least squares structural equation modeling (PLS-SEM) in SmartPLS, data from 238 visual designers were analyzed. The results show that CM significantly influences CP (β=0.564, p
Co-Authors Li Yan