Reviving legends through holographic AI event experiences: Consumer acceptance and value insights

Purpose The purpose of this study is to examine how perceived uniqueness, nostalgia and ethicality shape emotional and social values, and how these value perceptions influence consumers’ intention to attend and willingness to pay a premium. Design/methodology/approach Self-determination and consumption value theories provided a theoretical background for the conceptual model. Data were collected from 308 participants recruited via Prolific and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. Findings Perceived ethicality was the strongest predictor of emotional and social values, followed by perceived nostalgia. Perceived uniqueness positively influenced value perceptions, though its effect was weaker. Emotional value strongly predicted attendance intention but negatively affected willingness to pay a premium, suggesting complex emotional dynamics. Research limitations/implications This study extends self-determination and consumption value theories by showing how ethicality, nostalgia and uniqueness shape emotional and social value in holographic AI concerts. By centering consumer perceptions rather than technology alone, the study contributes both theoretical insights into value-driven behavior and practical guidance for leveraging holographic AI concerts. Originality/value This study provides novel theoretical insights into value-driven consumer behavior in the context of holographic AI events. It highlights the critical role of ethicality and nostalgia in shaping emotional and social values, offering practical implications for leveraging such events to enhance engagement and revenue in the evolving events industry.