Z世代对网文改编AI漫剧付费意愿的影响因素研究
Research on the Influencing Factors of Generation Z’s Willingness to Pay for AI Comic Series Adapted from Online Literature
DOI: 10.12677/jc.2026.146158, PDF,   
作者: 谢李宁欣：安徽大学新闻传播学院，安徽 合肥；李雅筝：安徽大学新闻传播学院，安徽 合肥；安徽新华发行(集团)控股有限公司博士后科研工作站，安徽 合肥
关键词: 网络文学改编；AI漫剧；付费意愿；Online Literature Adaptation； AI Comic Series； Willingness to Pay
摘要: 本文通过探究Z世代对网络文学改编AI漫剧付费意愿的影响因素，为网文IP改编与AI漫剧运营提供参考。以Z世代为研究对象，文章通过问卷调查法收集样本，结合情感体验视角构建付费意愿影响因素模型，采用PLS-SEM偏最小二乘结构方程模型进行实证分析。研究发现，感知拟人性、娱乐性、沉浸性均正向影响用户愉悦与唤起情绪，愉悦与唤起进一步正向作用于付费意愿，且唤起情绪的驱动效应更强，技术新颖性与美学性未产生显著影响。因此网络文学改编的AI漫剧应强化内容沉浸与情绪价值打造，从而提升付费转化。
Abstract: This study explores the factors influencing Generation Z’s willingness to pay for AI‑generated comics adapted from online literature, with the aim of providing insights for the adaptation of online literary IPs and the operation of AI‑generated comics. Taking Generation Z as the research subject, the study collected samples through a questionnaire survey, constructed a model of factors influencing willingness to pay from the perspective of emotional experience, and conducted empirical analysis using Partial Least Squares Structural Equation Modeling (PLS‑SEM). The study finds that perceived anthropomorphism, entertainment, and immersion positively influence users’ pleasure and arousal. Both pleasure and arousal further positively affect willingness to pay, with arousal demonstrating a stronger driving effect. Perceived technological novelty and aesthetic quality showed no significant impact. Therefore, AI comic series adapted from online literature should strengthen content immersion and emotional value creation to enhance payment conversion.
文章引用：谢李宁欣, 李雅筝. Z世代对网文改编AI漫剧付费意愿的影响因素研究[J]. 新闻传播科学, 2026, 14(6): 231-241. https://doi.org/10.12677/jc.2026.146158

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