The development of artificial intelligence (AI) technology has also brought about new ways of consuming art, driving continuous upgrades in people’s art consumption. This paper is based on consumer behavior theory and comprehensively applies theories from economics, management, and psychology. It uses the AIDMA model to explore the impact and mechanisms of art consumption psychology and behavior in an AI environment. Specifically, this study treats the perceived value of art consumption in an AI environment (interactivity, entertainment value, content quality, attractiveness, trustworthiness, and relevance) as independent variables, the AI-supported art consumption context (usefulness and usability) as mediating variables, and art consumption behavior as the dependent variable. It systematically explores the pathways through which AI models influence changes in art consumption psychology and behavior. The results indicate that all perceived values in an AI environment have a positive impact on art consumption behavior (B > 0, p < 0.01). In AI-supported art consumption scenarios, the effect sizes of usefulness and usability are 34.15% and 50.29%, respectively. These findings contribute to enriching research on art consumers' psychology and behavior. From a practical perspective, they help businesses redefine their understanding of AI, thereby promoting its application and development in the field of art consumption.
