Abstract

Background: In the context of rapid advancements in Artificial Intelligence Generated Content (AIGC) technology, AIGC short videos are transforming the landscape of cultural dissemination. As we faced the challenges of preserving intangible cultural heritage in the digital era,it is essential to explore the impact of AIGC, as a new mode of communication that influences the cultural cognition of Generation Z. This is a significant issue with both theoretical value and practical significance. Purpose: This study aims to investigate how the innovation, narrativity, and interactivity of AIGC short videos influence Generation Z’s awareness on the Intangible Cultural Heritage (ICH). The goal is to bridge relevant theoretical gaps and provide practical guidance for digital communication of ICH. Methods: A mixed-methods approach combining theoretical and empirical research was employed. A theoretical framework was developed through a literature review. Three representative AIGC ICH short video cases were selected for in-depth analysis. Furthermore, a total of 335 valid questionnaires were collected and analyzed using factor analysis and multiple regression to test the research hypotheses. Conclusion: The study indicates that the innovation, narrativity, and interactivity of AIGC short videos all have a significant positive influence on the ICH awareness of Generation Z, with narrativity having the most notable impact. These findings provide both theoretical foundation and practical implications for the creation and dissemination strategies of AIGC-based cultural heritage content.