Factors Affecting User Intention to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games

Factors Affecting User Intention to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Factors Affecting User Intention to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games shiwen Lai, yihuang Tian, qingfeng Zhang This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6104175/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract In the digital era, the preservation and dissemination of craftsmanship-related intangible cultural heritage (ICH) are undergoing profound transformations. The intricate manual processes and cultural transmission characteristics inherent in craftsmanship pose unique challenges and opportunities for digital dissemination. Augmented Reality (AR) technology, with its immersive and interactive features, has emerged as a vital tool for enhancing user experience and promoting cultural dissemination. However, systematic research on users' behavioral intentions and acceptance of AR games centered on craftsmanship ICH remains limited. This study systematically analyzes the key factors influencing users' adoption of AR games for craftsmanship ICH by integrating the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT). User perception data were collected through questionnaires. Structural Equation Modeling (SEM) was employed to analyze the path relationships among factors such as perceived usefulness, ease of use, and cognitive load, thereby validating the hypotheses and quantifying the influence of each factor on user intentions. The findings indicate that immersion, learning friendliness, interactivity, and visual appeal influence users' adoption intentions. Additionally, perceived usefulness, ease of use, and cognitive load significantly shape user intentions. These factors interact in complex ways, collectively influencing users' willingness to adopt AR technology in the craftsmanship ICH context. The significance of this study lies in identifying the core factors affecting users' adoption of AR technology for craftsmanship ICH and proposing user-oriented promotional strategies. These findings enrich the theoretical perspective on the digital dissemination of craftsmanship ICH and provide theoretical support and practical guidance for promoting other digital cultural heritage platforms. It also contributes to the long-term preservation and transmission of intangible cultural heritage. Humanities/Cultural and media studies Social science/Cultural and media studies Craftsmanship Intangible Cultural Heritage Augmented Reality (AR) Technology Acceptance Model (TAM) Cognitive Load Theory (CLT) User Engagement Intention Figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 1 Introduction Technological advancements propel the information age, and the dissemination of intangible cultural heritage (ICH) has experienced significant transformation. Emerging technologies, including the internet, information and communication technologies (ICT), and digital media, have accelerated the spread of cultural knowledge and introduced innovative methods for communicating and transmitting ICH (Hung et al., 2016). The deep integration of technology and culture has increasingly emerged as a major driving force for preserving intangible cultural heritage (ICH), innovation within the cultural industry, and enhancing user experiences (Wallenberg, 2020). In line with this trend, the dissemination model of traditional craftsmanship is also undergoing significant transformation. The introduction of AR technology has surpassed the temporal and spatial constraints traditionally associated with disseminating craftsmanship (Dong et al., 2006), enhancing users' sense of immersion and interactive experiences through virtual displays and personalized interactions (Teo, 2012). Historically, the transmission of traditional craftsmanship on in-person demonstrations and direct manual skill transfer. However, with advancements in digital technology, the focus of craftsmanship transmission has gradually shifted from 'display-centered' to 'user experience-centered (Peter & Linett, 2003), marking a new phase in digital development. AR technology has introduced new vitality into the digital dissemination of cultural heritage, significantly transforming the methods of presenting and disseminating art and cultural heritage (Ch’ng et al., 2018). AR technology has significantly enriched cultural presentation in preserving and disseminating craftsmanship-related intangible cultural heritage. Traditional craftsmanship presentations have predominantly relied on in-person demonstrations and static displays, where audiences could only grasp the craftsmanship process through limited text or static visuals, lacking both interactivity and entertainment value. This approach constrained the effectiveness of craftsmanship heritage dissemination (Liu, 2024). With mass media and AR technology advancements, 3D virtual presentation methods and mobile client-based displays have gradually emerged. Integrating new human-computer interaction technologies and the rise of AR games provide users with a distinctive interactive experience. These technologies showcase the intricate processes of traditional crafts and convey the deeper cultural connotations through virtual means, establishing themselves as significant mediums for digitally disseminating craftsmanship-related intangible cultural heritage (Chen, 2017). Individual user experience and acceptance have become particularly critical as AR games for intangible heritage increasingly become vital tools for enhancing social and cultural dissemination (Pan, 2024). Technology accessibility significantly influences its acceptance, particularly in the context of intangible heritage AR games. As a digital information system (Cai, 2017), AR games offer digital displays and interactive services for intangible cultural heritage. A high-quality user experience and a strong willingness to use are core factors for successfully promoting craftsmanship-related intangible heritage AR games (Chen, 2017). However, most existing research concentrates on displaying and preserving traditional cultural heritage, with a relative scarcity of systematic analyses on user behavior and system usage intentions. Many studies remain qualitative, focusing on conceptual frameworks, technical implementation, and display effects, lacking empirical analysis of user behavior. In China, the application and research of craftsmanship-related intangible heritage AR games have yet to achieve widespread adoption, and there remains a significant gap compared to other digital cultural platforms for intangible heritage (Pan, 2024). If the willingness of users to adopt new technologies and the driving factors behind this willingness are not accurately understood, the full potential of these technologies may remain unrealized. This limits their actual effectiveness in cultural dissemination. This risk results in resource wastage and affects the efficiency of cultural product delivery. Therefore, enhancing user acceptance of craftsmanship-related intangible heritage AR games and exploring the potential factors influencing AR technology in cultural promotion have become critical areas that urgently require further investigation. To systematically analyze the factors affecting user experience and adoption willingness, the Technology Acceptance Model (TAM)—renowned for its simplicity and clarity—has been widely employed in information technology acceptance research to investigate users' intentions to adopt new technologies. In digital transmission, the unique characteristics of craftsmanship-related intangible heritage influence user experience and willingness to use across multiple dimensions. Users must engage deeply with cultural connotations through multi-sensory and complex interactions. TAM provides a structured framework for understanding user adoption behaviors. Therefore, this study extends TAM by incorporating Cognitive Load Theory (CLT) to reveal the key influences of various factors on user adoption willingness. User perception data were collected through surveys to examine dimensions such as perceived usefulness, ease of use, and cognitive load. Structural Equation Modeling (SEM) was used to analyze the path relationships among factors, validate the proposed hypotheses, and quantify each factor's impact on user adoption willingness. The study identified the key factors influencing users' adoption of craftsmanship-related intangible heritage AR games and proposed user-oriented strategies for promoting intangible heritage in the digital realm. The findings enrich the digital dissemination of craftsmanship-related intangible heritage perspectives and provide theoretical insights and practical guidance for promoting other digital cultural heritage platforms. 2 Literature review 2.1 Digital Preservation and Transmission of Craftsmanship Intangible Cultural Heritage Amidst the accelerating globalization forces, the recognition and safeguarding of intangible cultural heritage (ICH) have emerged as critical global focus areas, particularly due to their essential role in fostering cultural identity and preserving local cultural continuity. Unlike tangible heritage, ICH—characterized by its distinctive modes of expression and transmission—acts as a vital conduit for enriching cultural diversity. In recent years, the preservation and dissemination of ICH have gathered growing international attention. Historically, research and conservation initiatives predominantly targeted the preservation and exhibition of tangible heritage. However, following the adoption of the Convention for the Safeguarding of the Intangible Cultural Heritage in 2003 and the subsequent implementation of related policies across various countries, the safeguarding of intangible heritage has steadily become an integral component of global cultural policy (Kurin, 2010). This transition underscores the international community's commitment to safeguarding intangible cultural heritage and encourages the academic sphere to delve deeper into strategies for effectively transmitting and promoting ICH within the framework of globalization. Craftsmanship-related intangible cultural heritage is frequently perceived as "ancient" or "detached from modern life," largely due to the limited availability of information channels. This information scarcity impedes a holistic understanding of craftsmanship heritage. However, traditional craftsmanship represents more than a historical artifact; it embodies cultural information, mirroring particular communities’ lifestyles, belief systems, social identities, and aesthetic values (Chen et al., 2024). This cultural knowledge is transmitted through traditional crafts and techniques, highlighting their unique cultural allure while continuing to significantly influence contemporary artistic practices and lifestyles, serving as a source of inspiration for both (Fu et al., 2015). Compared to other forms of intangible heritage, craftsmanship heritage is particularly vulnerable to environmental factors, resulting in greater fragility and preservation challenges. This type of heritage often depends on intricate artisanal processes, which, over time, may be compromised by constraints in technical resources, spatial limitations, and the aging or absence of cultural practitioners (Du & Gao, 2019; Wenji et al., 2022; Zabulis et al., 2020). These factors collectively intensify the challenges associated with transmitting craftsmanship heritage. To mitigate these challenges and ensure sustainable craftsmanship heritage without the limitations of time and environment, the innovative use of digital technology has attracted significant attention in academia. In recent years, numerous studies have investigated how digital technology can be utilized to safeguard and disseminate traditional craftsmanship. Chen employed 3D modeling and virtual display technologies to reconstruct the intricate processes involved in traditional craftsmanship, offering a practical solution for its digital preservation (Chen, 2023). Furthermore, Qiu et al. (2024) explored the potential of 3D virtual simulation technology for recreating historical craftsmanship, underscoring the pivotal role that digital technology plays in transmitting craftsmanship heritage. Digital technology effectively overcomes the challenges of preserving traditional craftsmanship under physical and environmental limitations while vividly capturing the nuances of different historical periods and cultural contexts. This detailed recreation improves the visibility of craftsmanship and provides modern users with immersive learning and experiential opportunities, allowing them to gain a deeper understanding and appreciation of the cultural value inherent in these traditional crafts. Consequently, the application of digital technology opens new pathways for preserving and transmitting craftsmanship heritage, substantially expanding the scope and depth of its dissemination. Current digitalization projects for craftsmanship intangible cultural heritage are similar to other intangible heritage digital initiatives, primarily emphasizing foundational presentations while lacking a comprehensive theoretical framework and empirical research support. This shortcoming impedes the effectiveness of digital dissemination, limiting the broader impact of cultural transmission efforts (Cominelli & Greffe, 2012). To overcome this deficiency, the digital dissemination of craftsmanship heritage requires technical support and an emphasis on the authentic representation of cultural content, ensuring the effective transmission of the cultural essence embedded in craftsmanship. Yang et al. highlighted that adopting a user-centered design approach can more effectively align traditional craftsmanship’s digital representation with audiences’s contemporary preferences. Moreover, incorporating interactive design elements can significantly enhance public understanding and engagement (Yang et al., 2024). This approach enhances user engagement and strengthens the effectiveness of disseminating craftsmanship heritage. Interactive digital platforms enable users to immerse themselves more profoundly in the learning and experience of craftsmanship, thereby promoting the transmission of intangible cultural heritage among younger generations. Despite some progress in China’s digitalization initiatives for traditional craftsmanship heritage, there is a considerable gap compared to other developed countries. China has yet to form a fully systematic approach to establishing a comprehensive framework and implementing practical applications for the digital preservation of craftsmanship heritage. Moreover, the adoption and promotion of related technologies are still relatively limited. Therefore, future efforts should focus on refining the digital preservation framework and intensifying research and technological advancements to achieve broader dissemination and safeguard traditional craftsmanship heritage more effectively. 2.2 The Current State of User Willingness to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games User willingness to use refers to the users' attitudes toward a particular technology and the resulting behavioral motivations. Regarding craftsmanship intangible heritage AR games, user willingness is particularly crucial as it directly impacts the effectiveness of cultural transmission. With the gradual application of AR technology in protecting intangible cultural heritage, scholars have begun to investigate its influence on user willingness from various perspectives. Bekele et al. (2018) found that integrating AR technology with 3D modeling, virtual reality, and audio feedback offers new interactive modes for intangible heritage games, significantly boosting user engagement and interest. Koivisto and Hamari (2019) research further highlighted that combining AR technology with gamification enhances user satisfaction and effectively supports the learning and transmission of intangible cultural heritage. Meanwhile, visual appeal, ease of operation, and interactivity are key determinants of user willingness to adopt AR. Tom Dieck and Jung (2017), utilizing the Technology Acceptance Model (TAM), found that when users engage with AR applications, visual appeal is the initial perception layer, followed by ease of use and interactivity. These factors collectively shape users' adoption decisions. The findings are consistent with the foundational framework of existing technology acceptance models, further validating the applicability of TAM in the context of intangible cultural heritage. Moreover, user immersion emerges as a critical variable in this area of research. Yovcheva et al. (2012) demonstrated that AR technology enhances user experience through visual and interactive elements, significantly improving learning outcomes by fostering immersion and increasing overall user satisfaction. Traditional handicrafts and artisanal skills are often complex and refined, and mere visual presentations may not fully convey their cultural significance to users. AR technology immerses users in a realistic yet virtual cultural environment. It enhances their perception and understanding of the intrinsic cultural value embedded in these crafts. Moreover, Kysela and ?torková (2015), validate AR technology’s role in boosting user engagement in AR games through quantitative research. The pleasurable experiences derived from immersion and interactivity significantly increased users' willingness to participate, directly influencing their continued usage intentions. These findings provide a theoretical basis for designing AR games centered on craftsmanship intangible heritage, underscoring the critical role of interactive design and immersive experiences in shaping user engagement and willingness to adopt. In literature, the Technology Acceptance Model (TAM) has been extensively used to analyze user acceptance behaviors of new technologies. This approach uncovered substantial insights into how users adopt emerging technologies such as AR and VR. However, compared to other forms of intangible cultural heritage, craftsmanship heritage imposes higher demands on technological support. The distinctive nature of craftsmanship heritage means that users prioritize practical usability and interactive experiences when engaging with AR technology, a preference that differs significantly from other intangible heritage forms such as music and dance. In AR applications related to craftsmanship heritage, perceived ease of use impacts the fluidity of the learning process and operational experience. It also influences the cognitive load and overall user experience during complex tasks. Concurrently, perceived usefulness is manifested in users' recognition of the practical value of craftsmanship transmission, encompassing the technology's role in knowledge dissemination, detailed reproduction, and cultural connotation representation. These elements collectively shape users' willingness to engage with AR applications in the context of craftsmanship heritage. Therefore, addressing these unique requirements, this study investigates the factors affecting users' willingness to adopt AR technology in craftsmanship heritage games. This research expands the TAM model within cultural heritage studies and provides new theoretical foundations and practical guidance for the digital transmission and innovative design of craftsmanship intangible heritage. 3 Theoretical Framework and Research Hypotheses 3.1 Technology Acceptance Framework for Emerging Technologies The Technology Acceptance Model (TAM), introduced by Davis (1989) and grounded in the Theory of Reasoned Action, serves as a framework for studying users' acceptance of information technologies or systems (Davis, 1989). Its core hypothesis postulates that users' perceived usefulness and ease of use significantly shape their attitudes and behaviors toward technology adoption, as illustrated in Fig. 1 . With the widespread proliferation of information technologies, the TAM model has undergone extensive validation, becoming a foundational theoretical framework in Information Systems (IS) adoption research. Nevertheless, early research on user adoption often relied solely on TAM's basic constructs, overlooking the moderating role of individual differences in adoption intentions. Ritu et al. (1999) explored the impact of individual characteristics such as innovativeness and prior technology experience within the TAM framework, highlighting the critical role of these traits in technology acceptance. Similarly, Sun and Zhang’s (2006) study demonstrated that individual traits significantly moderate TAM's constructs, further elucidating how these characteristics influence users' intentions to adopt technology. Furthermore, Lin (2007) investigated the integration of individual characteristics within the TAM model, focusing on their application in online shopping and conducting a comprehensive analysis of how gender moderates perceived usefulness and ease of use. The findings revealed that gender significantly influences technology adoption intentions. Similarly, Venkatesh et al. (2000) affirmed the substantial impact of gender differences on technology adoption decisions, particularly regarding the influence of perceived usefulness and perceived ease of use on adoption intentions, highlighting divergent decision-making processes between males and females. This paper adopts the TAM model as the theoretical foundation to explore the key external variables influencing user willingness to adopt AR games for craftsman heritage 10.19554/j.cnki.1001-3563.2023.04.011 ived ease of use, a crucial determinant of users' intention to adopt a technology. The perceived usefulness reflects the user's recognition of the practical value of knowledge transfer and cultural understanding. The perceived ease of use relates to the user's expectation of a simple AR interface and natural interaction. Thus, users' perceptions are pivotal in shaping their willingness to adopt the technology (Li & Gao, 2023). This study follows the core logic of the TAM model (construct—attitude—intention—behavior) and integrates individual differences. It examines how these external variables influence users' perceptions and behavioral decisions. Extending the TAM model uncovers deeper factors influencing users' acceptance and willingness to use AR technology in craftsmanship heritage games, thereby providing theoretical support for enhancing the digital preservation and promotion of craftsmanship heritage. 3.2 Identification and Analysis of User Perception Factors in AR Games for Craftsmanship Intangible Cultural Heritage When analyzing the key factors influencing user willingness to use, it is crucial to comprehensively consider the complexity of the user experience rather than relying solely on literature reviews. This study employed in-depth investigations to gain a deeper understanding of user behavior. It drew upon psychological research methods, using a feature identification approach to extract perceived factors from a user perspective, termed "performance characteristics." These characteristics provide precise variables for subsequent research, enabling a more thorough analysis of user behavior patterns and their willingness to use. The data collection process integrated online user reviews with offline in-depth interviews. It captured users’ original evaluation perspectives on craftsmanship intangible cultural heritage AR games. This method facilitated a detailed examination of the core factors shaping user willingness to use. Initially, a Python script was employed to extract user reviews from two prominent domestic and international AR game projects related to cultural heritage. Examples of these projects are illustrated in Figs. 2 and 3 . After a thorough screening and data processing, 524 reviews were collected, of which 312 valid reviews were retained. Subsequently, two domestic craftsmanship-related intangible heritage AR games were selected as test samples, with 16 participants (8 females and 8 males) randomly invited to engage in experiential testing of these heritage applications. Following the experience, each participant participated in a semi-structured interview of approximately 25 minutes. The interviews focused on their impressions and feedback and were recorded after obtaining consent. Finally, the collected online reviews and interview data were cross-verified to ensure accuracy and consistency, providing a robust foundation for subsequent statistical analysis. Based on the grounded theory coding framework, user perception factors were systematically identified and analyzed, with research variables undergoing open and axial coding processes. Using NVivo11 software, 40,536 words of effective text data were coded, and core concepts were progressively refined. During the categorization and initial coding phase, the text data were analyzed sentence-wise to extract users’ specific perceptual dimensions related to the theme and research objectives. This process identified 17 initial concepts grouped into 8 subcategories. Each subcategory was defined using representative statements from user reviews, capturing different aspects of user experiences in AR games. In the pattern recognition and theme extraction phase, repeated analysis of the 8 subcategories led to the identification of abstract concepts, which were grouped into four main categories: "Immersion," "Learning Friendliness," "Interactivity," and "Visual Appeal." Axial coding was used to reclassify the 8 subcategories, integrating augmented reality features to derive three higher-level main categories defining user perception factors for craftsmanship intangible heritage AR games. No new conceptual categories emerged after conducting the same coding analysis on five additional initial datasets, indicating that theoretical saturation had been achieved. These main categories represent the key perceptual characteristics influencing user willingness to adopt AR technology and encapsulate the core perceptions of users regarding their experiences with craftsmanship intangible heritage AR games, as detailed in Table 1 . Table 1 User Perception Factor Extraction (Coding Results) Serial Number Data Compilation Initial Concept Subcategory Main Category A1 “...feels like being in a real historical setting of intangible heritage craftsmanship...” Realistic Reproduction Contextual Reproduction immersion A2 “...truly conveys the essence of traditional craftsmanship...” Craftsmanship Representation A3 “...feels like truly watching the master at work...” Immersive Experience Being There A4 “...provides a more immersive feeling, like experiencing it firsthand...” Storytelling Context A5 “...people of all ages can easily get started...” Simple Operation Smooth Operation Learning Friendliness A6 “...each step can be experienced easily...” Operational Experience A7 “...rewards are given for completing each step of learning craftsmanship...” Achievement Rewards User Motivation A8 “...makes learning craftsmanship easier even beginners can quickly grasp basic operations...” Learning Guidance A9 “...the interface is very clear and the usage instructions are straightforward and easy to understand...” Interface Design Clear Interface Interactive A10 “...all functions are obvious making it nearly effortless to use smoothly...” Intuitive Design A11 “...can switch smoothly between different scenes for interaction...” Synchronous Display Entertainment Interaction A12 “...allows a collaborative experience of intangible heritage craftsmanship with other players, sharing insights...” Collaborative Experience A13 “...real craftsmanship demonstration combined with vivid sound effects makes it feel immersive...” Audio-Visual Experience Lively Sound and lmage Visual l A14 “...lively animations meticulously depict the operation of traditional crafts...” Animation Effects A15 “...360-degree full view clearly shows every detail of intangible craftsmanship...” Full-View Display Detailed Display A16 “...the 3D modeling of the craftsmanship process is truly stunning, full of realism...” 3D Details A17 “...the color matching and material display of traditional craftsmanship are exceptionally exquisite...” Color Matching Based on the literature, key user perception factors are Immersion, Learning Friendliness, Interactivity, and Visual Appeal. The specific manifestations of these factors within AR games and their critical roles in enhancing user willingness to adopt the technology warrant further in-depth research and analysis. 3.3 Constructing a Theoretical Model of User Willingness to Use AR Technology in Craftsmanship Intangible Heritage Games In extracting user perception factors, users' perceptions are primarily reflected in the external features of craftsmanship intangible cultural heritage AR games. By analyzing the user evaluation framework, key factors such as immersion, learning friendliness, interactivity, and visual appeal were identified. With the rapid advancements in information technology, user behavior and needs have undergone significant changes (Li & Gao, 2023). The Technology Acceptance Model (TAM), has been extensively applied in studies across diverse technological domains (Cano-Giner et al., 2015). However, Sweller (2010) argued that relying solely on the TAM model cannot fully capture user behavior patterns in complex technological environments—particularly in scenarios requiring high cognitive engagement, where ease of use and perceived usefulness are inadequate to explain user decision-making comprehensively. Mayer and Moreno (2003) introduced Cognitive Load Theory (CLT) to address this limitation. It explores users' cognitive load while using new technologies and emphasizes the crucial role of cognitive load in understanding user behavioral intentions. In the context of AR technology, CLT has emerged as an important tool for evaluating the effectiveness of user interactions with technology. Some researchers have highlighted that AR creates highly realistic virtual environments and reduces cognitive load by visualizing complex information and structuring content, enhancing users' comprehension efficiency and willingness to use the technology (Furtado et al., 2018). Additionally, the temporal and spatial representation capabilities of AR ensure a coherent delivery of information, improving user focus and immersion. By reducing irrelevant information, AR technology effectively mitigates users' cognitive load. Empirical studies further confirmed AR's advantages in reducing cognitive load; users reported significantly lower cognitive strain while using AR for equipment operation instructions (Singh et al., 2019). Similarly, Turan (2018) found that users in the AR group experienced significantly lower cognitive load than the control group while learning cultural knowledge. Park et al. (2012) suggest that when users experience lower cognitive load, they are more likely to attain a state of focus, overlook distractions, and have improved learning outcomes. Cognitive load is a critical psychological metric. It is often integrated with the TAM framework to examine its influence on user behavioral motivation. Existing studies have consistently shown that cognitive load directly impacts users' willingness to adopt technology and shapes their behavioral decisions to some extent (Wang et al., 2010). This paper introduces Cognitive Load Theory based on the Technology Acceptance Model (TAM). It integrates Immersion, Learning Friendliness, Interactivity, and Visual Appeal as external variables to develop a theoretical model of user willingness to adopt AR technology in craftsmanship intangible cultural heritage games, as depicted in Fig. 4 . 3.4 Hypotheses on Influencing Factors 3.4.1 I mmersion (IM) Immersion is a crucial dimension of user perception in AR technology experiences. Steuer (1992) defined immersion as the user's capacity to engage with the virtual environment and the degree of detachment from the real world. Slater and Wilbur (1997) proposed a framework for immersive virtual environments focusing on users' psychological responses and immersion depth during interactions. Subsequently, Makransky and Lilleholt (2018) incorporated immersion into the Cognitive Load Theory model, examining its role in reducing extraneous cognitive load and enhancing user cognitive processing. Parong and Mayer (2018) validated this perspective, showing that user immersion in virtual experiences balances cognitive load, enhances information processing efficiency, and significantly reduces distractions and stress. In this state, users derive enjoyment from the virtual environment and enhance their comprehension and perception of virtual cultural content by regulating cognitive load. In these AR games, immersion enables users to deeply engage with craftmanship’s complexity and cultural context. By offering an immersive interactive environment, cognitive load is reduced. It allows users’ to concentrate more on the craftsmanship and cultural narratives, boosting engagement and satisfaction. Based on these considerations, the following hypotheses are proposed. H1a: Immersion positively influences the perceived usefulness of craftsmanship intangible heritage AR games. H1b: Immersion positively influences the perceived ease of use of craftsmanship intangible heritage AR games. H1c: Immersion positively influences the cognitive load of craftsmanship intangible heritage AR games. 3.4.2 Learning Friendliness (FL) Learning friendliness seeks to improve learning efficiency and provide a high-quality experience in acquiring and understanding information. The learning efficiency can be improved by optimizing the learning environment and reducing cognitive load. Learning friendliness enhances the user experience through virtual displays and interactive designs, allowing users to understand intangible heritage culture more deeply. Sweller (2010) emphasized that reducing unnecessary information load enables learners to concentrate more on essential content and avoid information overload. Users can directly engage with intricate craftsmanship processes through intuitive virtual interactions, enhancing learning efficiency and cultural understanding. Building on this foundation, Hamari et al. (2014) further investigated the relationship between learning friendliness and perceived usefulness by incorporating gamification elements. They suggested that this combination can substantially enhance user engagement in learning and increase their willingness to use the technology, underscoring the pivotal role of learning friendliness in fostering active participation. Huang et al. (2023) study demonstrated that learning friendliness is achieved through simplifying the user interface and interaction methods. It reduces cognitive load, enhances perceived ease of use, enables users to switch between scenes or operate virtual craft processes seamlessly, and improves overall ease of use in the game. With a reduced cognitive load, users can focus on learning and experiencing intangible craftsmanship heritage, enhancing their acceptance of AR gaming platforms. Moreover, within the TAM framework, perceived usefulness—integrated with learning friendliness—significantly influences user behavioral decisions. It encourages continued engagement with craftsmanship intangible heritage AR games, fostering the digital transmission and dissemination of culture. Based on these findings, this paper proposes the following hypotheses. H2a: Learning friendliness positively influences the perceived usefulness of craftsmanship intangible heritage AR games. H2b: Learning friendliness positively influences the perceived ease of use of craftsmanship intangible heritage AR games. H2c: Learning friendliness positively influences the cognitive load of craftsmanship intangible heritage AR games. 3.4.3 I nteractive (IN) Interactivity enhances users' engagement and operational experience. Winograd and Flores (1997) argued that the interaction between users and computer systems influences users' cognitive processes and elicits significant feedback from these cognitive processes as a response to system interaction. This bidirectional interaction is especially vital in AR environments. It determines users' operational fluency and emotional connection within the virtual space. Lu (2024) demonstrated that integrating AR technology with gamified learning significantly enhances learning outcomes in cultural heritage education. Fostering interactivity that motivates users to explore and understand cultural information enriches the educational experience. Interactivity enhances user engagement and operational experience by increasing interaction frequency with the virtual environment, stimulating users' interest in cultural content and motivation to learn, directly influencing overall user satisfaction. High interactivity design can significantly boost user satisfaction. Increased interaction frequency strengthens users' sense of control and provides immediate feedback, resulting in lower cognitive load and an improved experience. Thus, interactivity positively influences user behavior and reduces cognitive load by providing timely feedback and enhancing control. It helps users maintain focus and engagement throughout the experience. Accordingly, the following hypotheses are proposed. H3a: Interactivity positively influences the perceived usefulness of craftsmanship intangible heritage AR games. H3b: Interactivity positively influences the perceived ease of use of craftsmanship intangible heritage AR games. H3c: Interactivity positively influences the cognitive load of craftsmanship intangible heritage AR games. 3.4.4 V isual (VI) The application of AR technology in ICH games has significantly enhanced user immersion and engagement. Therefore, designing the visual interface is crucial. It requires a high degree of realism and diverse interactive modes to enhance users' experience and comprehension of cultural content, fostering greater learning interest. Skulmowski and Xu (2021) emphasized that reducing users' cognitive load through thoughtful design enhances learning outcomes in virtual environments. This implies that the realism and vividness of imagery should facilitate easier information processing, thereby enriching users' cognitive experiences. Breves and Stein (2022) further corroborate this finding, emphasizing that high-quality virtual imagery captures users' attention effectively. It facilitates more efficient information processing in complex environments by minimizing cognitive load and enhancing users' willingness to adopt the technology. This suggests that image design in virtual environments should prioritize visual aesthetics, effective information transmission, and reduced cognitive load. Meanwhile, Mel and Sanchez-Vives (2016) highlighted the importance of visual stimuli and interactive experiences in enhancing user satisfaction and engagement, especially within virtual and augmented reality environments. Moreover, realistic visual design enhances user engagement while reducing cognitive load, improving users' comprehension and retention of cultural heritage. These findings demonstrate that visual design is a fundamental component of user experience in AR technology. These findings also highlight the critical role of visual stimuli in improving user satisfaction and fostering the intention to use AR technology in the digital dissemination of craftsmanship intangible heritage. Therefore, this paper proposes the following hypotheses. H4a: Visual appeal positively influences the perceived usefulness of craftsmanship intangible heritage AR games. H4b: Visual appeal positively influences the perceived ease of use of craftsmanship intangible heritage AR games. H4c: Visual appeal positively influences the cognitive load of craftsmanship intangible heritage AR games. 3.4.5 The Mediating Role of Perceived Ease of Use (PE) In the Technology Acceptance Model (TAM), perceived ease of use and perceived usefulness are the primary determinants influencing users' intention to continue using a technology. Davis (1989) defined perceived ease of use as users' subjective assessment of the ease or difficulty of using a particular technology. Perceived ease of use influences users' intention to adopt technology and positively affects perceived usefulness. Furthermore, Coblenz (2021) highlighted that a simplified operational design can alleviate the cognitive resource demands on users, thereby enhancing their overall experience. Thielsch and Niesenhaus (2017) emphasized that excessive cognitive load can divert users' attention, reducing engagement and quality of user experience. Conversely, when perceived ease of use is high, simplified operations can reduce users' cognitive load, allowing them to focus more intensely on the game experience and achieve greater immersion and engagement (Xie et al., 2022). Studies have shown that simplifying user interfaces, increasing system responsiveness, and reducing operational complexity significantly enhance users' immersive experiences in augmented reality applications, fostering users' continued intention to use the technology. Furthermore, the correlation between perceived ease of use and perceived usefulness has been extensively validated in the literature (Amir et al., 2020). For instance, Venkatesh's research indicated that an intuitive technological system can increase users' intention to use and enhance their overall satisfaction through increased perceived usefulness (Huang & Yen-Ping, 2012). This finding also applies to the AR gaming context, particularly in craftsmanship AR applications. Simplifying user interactions with cultural content reduces cognitive load and enhances learning and cultural experiences. Based on this, the following hypotheses are proposed. H4: Perceived ease of use positively influences perceived usefulness. H5: Perceived ease of use positively influences cognitive load. 3.4.6 The Impact of Perceived Usefulness (PU) , Perceived Ease of Use (PE) , and Cognitive Load (CL) on User Adoption Intention David's research demonstrates that users' perceived usefulness and ease of use of new technologies significantly enhance their behavioral attitudes and their intention to adopt these technologies . In preserving and disseminating intangible cultural heritage, it is crucial to understand users' acceptance of emerging technologies. Wu and Wang (2005) highlighted that perceived usefulness is a core variable in multiple technology acceptance models. It exerts a greater influence on user intention to adopt technology than perceived ease of use. Bazelais et al. (2017) further elaborated on these concepts by arguing that perceived usefulness pertains to efficiency improvements brought by technology and encompasses its potential to enhance user experience. In contrast, perceived ease of use refers to the technology's capability to simplify operations and reduce complexity. Venkatesh and Davis’s (1996) study revealed that perceived usefulness and ease of use influence users' initial adoption decisions and long-term usage and satisfaction. Establishing these variables is crucial for assessing user attitudes toward AR technology. In applying AR to craftsmanship intangible heritage, particular attention should be paid to simplifying interactions and optimizing user interfaces to enhance perceived ease of use, improving user’s willingness to adopt and overall satisfaction. As research advances, scholars have increasingly recognized the pivotal role of cognitive load in AR technology, particularly its substantial impact on virtual experiences. Gunaratne et al. (2020) suggested that excessive information and complex operations elevate users' cognitive load. It negatively impacts sustained engagement and satisfaction during complex cultural interactions. Furthermore, Hu et al. (2017) demonstrated that Cognitive Load Theory emphasizes the psychological pressure users encounter during information processing. When cognitive load is reduced, users can better focus on technical operations and experience higher satisfaction. Therefore, in craftsmanship intangible heritage AR games, reducing cognitive load facilitates users' deeper engagement with cultural content. It stimulates their interest in learning and encourages active participation. Cognitive load directly influences user willingness to adopt as a crucial mediating variable and is vital in enhancing users' understanding of and interest in craftsmanship intangible heritage (Chen et al., 2024). Based on this, the following hypotheses are proposed. H6: Perceived usefulness significantly affects users' willingness to use. H7: Perceived ease of use significantly affects users' willingness to use. H8: Cognitive load significantly affects users' willingness to use. 3.4.7 Theoretical Model Integration This study proposes an integrated model (Figure 5) comprising eight constructs: Immersion, Learning Friendliness, Interactivity, Visual Appeal, Perceived Usefulness, Perceived Ease of Use, Cognitive Load, and Willingness to Use. The study further examines user willingness to adopt AR technology in craftsmanship intangible heritage games by testing 12 associated hypotheses. 4 Research methodology 4.1 Questionnaire design The survey questionnaire primarily comprises two sections: demographic information and research measurement scales. Each variable was measured through multiple indicators, adapted from well-established research scales, and translated into Chinese via back-translation to ensure content validity. Immersion was measured using the Witmer and Singer (1998) scale, which consists of three items to assess user immersion in virtual environments or immersive experiences. Learning friendliness was assessed via the Keller (1987) scale, comprising three items evaluating user understanding and acceptance of learning content. Interactivity was evaluated using the Rodriguez-Ardura and Meseguer-Artola (2016) scale, consisting of three items that assess user interaction with the system or content. Visual appeal was measured using the Lavie and Tractinsky (2004) scale, with three items evaluating user perception of the system's visual aesthetics. Perceived usefulness and ease of use were assessed using the Hans (2004) scale, each consisting of four items. The Hart and Staveland (1988) scale assessed the cognitive load, consisting of four items evaluating user cognitive burden during tasks or experiences. Willingness to use was evaluated using the Hsu and Lin (2015) user intention scale, which included four items. Multiple measurements aim to address single-item measures' limitations and comprehensively capture each dimension's characteristics. All items were evaluated using a five-point Likert scale, as presented in Table 2 . Table 2 Scale Variables and Item Setting Variable Indicator Indicator Content Sources of indicators Immersion IM1 While experiencing the AR game, I felt as if I was truly there [ 65 ] IM2 After the experience, I felt I had just experienced a real craftsmanship cultural experience. IM3 The AR game made me feel a strong emotional experience immersed in a cultural scene. Learning Friendliness LF1 I believe using AR games makes it easier to understand content and helps me better learn about craftsmanship culture. [ 66 ] LF2 The AR game allows me to grasp information related to craftsmanship culture in a short time. LF3 The AR game engagingly presents cultural knowledge, making learning more enjoyable. Interactivity IN1 I believe the AR game provides a rich interactive experience and is highly operable. [ 67 ] IN2 I believe the interactive nature of the AR game allows me to freely explore intangible cultural heritage according to my interests. IN3 Interesting interactions in the AR game have increased my interest in knowledge of craftsmanship culture. Visual VA1 I find the visual effects of the AR game attractive and enjoyable. [ 68 ] VA2 I believe the AR game recreates cultural scenes with vivid visuals, helping me understand the content better. VA3 The AR game’s visual presentation vividly showcases the details of traditional craftsmanship. Perceived Usefulness PU1 I believe the AR game helps me enhance my understanding of craftsmanship intangible cultural heritage. [69] PU2 I believe using AR games to display craftsmanship intangible cultural heritage is an effective way to disseminate cultural knowledge. PU3 Demonstrating craftsmanship through AR games increases the efficiency of my access to cultural information. PU4 I believe using AR games can effectively enhance my cultural experience. Perceived Ease of Use PE1 Using AR games helps me save time in acquiring information about craftsmanship culture. [70] PE2 While experiencing craftsmanship AR games, I can easily switch between different scenes. PE3 I feel that during the experience, the AR game system responds quickly without delay. PE4 I find the craftsmanship AR games easy to use, even if I have never used AR. Cognitive Load CL1 I believe that experiencing craftsmanship AR games does not require much mental effort. [71] CL2 I find the AR game interface clear and intuitive, not causing confusion. CL3 Using AR games allows me to concentrate fully without being distracted. CL4 The amount of information presented during the AR game experience is moderate and meets my comprehension needs. Willingness to Use BI1 I hope to continue learning and entertaining with craftsmanship intangible heritage through AR games in the future. [72] BI2 I am willing to recommend AR games about craftsmanship intangible heritage to others so they can learn about intangible cultural heritage. BI3 I find the amount of information presented during the AR game experience moderate and suitable for my comprehension needs. BI4 I am willing to participate in more activities related to craftsmanship AR in real-life. 4.2 Questionnaire distribution and retrieval The respondents for this study were exclusively from China. Data were gathered online from users who had thoroughly experienced craftsmanship-related intangible heritage AR games to validate the research hypotheses. The survey was conducted online from October to November 2024. The survey link was distributed to potential respondents through a snowball sampling approach. A screening question identified eligible participants with prior experience using craftsmanship-related intangible heritage AR games: "Have you ever experienced traditional craftsmanship intangible heritage AR games?". Collectively, 526 questionnaires were distributed. The responses from users who had not experienced craftsmanship-related intangible heritage AR games were excluded. A total of 412 valid questionnaires were obtained, and after excluding any invalid or duplicate responses, the valid response rate reached 80.9%. The number of valid questionnaires was more than ten times the number of analysis items, meeting the sample size requirements for Structural Equation Modeling (SEM). The study employed SPSS 27.0 for descriptive statistical analysis to interpret the general dataset. The demographic information is presented in Table 3 . Among the respondents, females constituted the majority (63.8%), and most of them had an associate degree or higher (78.2%). Users of craftsmanship-related intangible heritage AR games were primarily young individuals (aged 18–32, comprising 61.4%) who demonstrated an interest in traditional craftsmanship culture or were engaged in related professional studies. Three primary reasons account for this trend: first, these users grew up in the internet era and are well-versed in utilizing digital technology to obtain information; second, given that the survey was primarily conducted online, younger individuals demonstrated greater proficiency and willingness to complete it via digital platforms; finally, mobile internet has largely removed temporal and spatial constraints on accessing and sharing information, rendering the internet a more convenient option compared to traditional methods such as books and documentaries. Consequently, the younger generation represents a critical user group for craftsmanship intangible heritage AR games, and their perspectives should be considered significantly (Jackson & Dennis, 2003). Table 3 Detailed Information of Respondents Variable ltem Frequency Percentage Your gender Male 149 36.2% Female 263 63.8% Your age ≤ 17 years 66 16.0% 18–25 years 131 31.8% 26–32 years 122 29.6% 33–40 years 58 14.1% > 40 years 35 8.5% Your educational level High school orbelow 90 21.8% Associate degree 114 27.7% Bachelor's degree 114 27.7% Master's degree orabove 94 22.8% Have you experienced traditional craftsmanship intangible heritage AR games? Yes 412 80.9% No 114 19.1% 5 Model Evaluation and Hypothesis Testing 5.1 Reliability and Validity Assessment SPSS 27.0 was used to calculate Cronbach's α for user willingness to use and the 25 measurement items across its seven latent variables. The Cronbach's α was 0.919, indicating excellent internal consistency. Reliability analysis was conducted separately for the measurement items of the eight latent variables, with Cronbach's α values for Immersion, Learning Friendliness, Interactivity, Visual Appeal, Perceived Usefulness, Perceived Ease of Use, Cognitive Load, and Willingness to Use reported as 0.824, 0.818, 0.821, 0.816, 0.852, 0.839, 0.857, and 0.862, respectively—all exceeding 0.7, demonstrating good reliability for each measurement indicator. AMOS software was employed to conduct confirmatory factor analysis (CFA) on eight factors and 28 items (see Table 4 ). The results indicated that the Average Variance Extracted (AVE) values for all eight factors exceeded 0.5, and the Composite Reliability (CR) values were above 0.7, demonstrating strong convergent validity for the analyzed data. Furthermore, as shown in Table 5 , the correlation coefficients among all variables were positive and statistically significant. Table 4 Relationships Between Observed Variables and Latent Variables Factor Measurement Item Cronbachα Std. Estimate AVE CR Immersion IM1 0.824 0.81 0.611 0.825 IM2 0.76 IM3 0.774 Learning Friendliness LF1 0.818 0.776 0.6 0.818 LF2 0.769 LF3 0.779 Interactivity IN1 0.821 0.727 0.606 0.822 IN2 0.809 IN3 0.797 Visual VA1 0.816 0.764 0.597 0.816 VA2 0.754 VA3 0.8 Perceived Usefulness PU1 0.852 0.753 0.591 0.852 PU2 0.783 PU3 0.76 PU4 0.778 Perceived Ease of Use PE1 0.839 0.706 0.569 0.84 PE2 0.769 PE3 0.79 PE4 0.75 CognitiveLoad CL1 0.857 0.8 0.601 0.857 CL2 0.732 CL3 0.78 CL4 0.787 Willingness to Use BI1 0.862 0.776 0.611 0.863 BI2 0.791 BI3 0.81 BI4 0.75 Table 5 Pearson Correlation Analysis Numbr Factor 1 2 3 4 5 6 7 8 1 Immersion 1 2 Learning Friendliness 0.177** 1 3 Interactivity 0.138** 0.162** 1 4 Visual 0.196** 0.078 0.186** 1 5 Perceived Usefulness 0.174** 0.124* 0.177** 0.209** 1 6 Perceived Ease of Use 0.128** 0.167** 0.162** 0.205** 0.267** 1 7 CognitiveLoad 0.215** 0.175** 0.186** 0.183** 0.190** 0.120* 1 8 Willingness to Use 0.185** 0.161** 0.139** 0.191** 0.255** 0.251** 0.230** 1 * p < 0.05 ** p < 0.01 5.2 Fit Results and Hypothesis Testing A structural equation model (SEM) was applied to fit the 412 survey responses to the theoretical model of user willingness to use craftsmanship-related intangible heritage AR games. AMOS 27.0 was used to evaluate the goodness of fit for the primary indicators. The statistical results indicated that all model fit indices performed satisfactorily (see Table 6 ). For absolute fit indices, CMIN/df was 1.200, which falls within the acceptable range of 1 to 3; the RMSEA was 0.022, below the threshold of 0.05; the GFI was 0.933, exceeding the threshold of 0.8; and the AGFI was 0.919, also above 0.8. Regarding incremental fit indices, NFI was 0.922, exceeding 0.9; CFI was 0.986, above the threshold of 0.8; and IFI was 0.986, also above 0.8. For parsimonious fit indices, PGFI was 0.766, exceeding 0.5. In summary, the hypothesized model proposed in this study exhibited a good fit with the sample data. The standardized parameter estimates for the hypothesized model are presented in Fig. 7. The fit results of the theoretical model are presented in Table 7 . In Table 7 , "Estimate" denotes the path coefficient between latent variables, allowing for comparing the relative influences among these variables. The results indicate that the path coefficients of Visual Appeal across all three latent variables are positive and significant (P < 0.05), suggesting a meaningful positive effect along these paths. Consequently, the survey findings support research hypotheses H4a, H4b, and H4c. Additionally, the path coefficients of Immersion, Learning Friendliness, Interactivity, and Visual Appeal to Cognitive Load are positive and significant at P < 0.05, supporting research hypotheses H1c, H2c, H3c, and H4c. Furthermore, the path coefficients of Immersion, Learning Friendliness, Interactivity, and Perceived Ease of Use to Perceived Usefulness are positive and significant at P < 0.05, thus supporting research hypotheses H1a, H2a, H3a, and H4. Finally, the path coefficients of Perceived Usefulness, Perceived Ease of Use, and Cognitive Load to Willingness to Use are positive and highly significant at P < 0.001, indicating support for research hypotheses H6, H7, and H8. Table 6 Fit Test Results of Main Indicators Indicator Absolute Fit Indices Incremental Fit Indices Parsimonious Fit Indices Classification CMIN/df RMSEA GFI AGFI NFI CFI IFI PGFI Standard < 3 0.8 > 0.8 > 0.8 > 0.8 > 0.8 > 0.5 Fit Results 1.200 0.022 0.933 0.919 0.922 0.986 0.986 0.766 Adaptability Ideal Ideal Ideal Ideal Ideal Ideal Ideal Ideal Table 7 Fit Results of the Theoretical Model and Hypothesis Testing Hypothesis Estimate S.E. C.R. P Conclusion H1a IM → PU 0.127 0.05 2.239 0.025 Supported H1b IM → PE 0.071 0.051 1.227 0.22 Not Supported H1c IM → CL 0.192 0.059 3.323 *** Supported H2a LF → PU 0.055 0.05 0.967 0.333 Not Supported H2b LF → PE 0.154 0.051 2.629 0.009 Supported H2c LF → CL 0.139 0.059 2.39 0.017 Supported H3a IN → PU 0.115 0.051 2.018 0.044 Supported H3b IN → PE 0.129 0.052 2.223 0.026 Supported H3c IN → CL 0.144 0.06 2.49 0.013 Supported H4a VA → PU 0.149 0.051 2.535 0.011 Supported H4b VA → PE 0.205 0.051 3.449 *** Supported H4c VA → CL 0.139 0.059 2.354 0.019 Supported H4 PE → PU 0.23 0.062 3.759 *** Supported H5 PE → CL 0.036 0.07 0.608 0.543 Not Supported H6 PU → BI 0.191 0.066 3.25 0.001 Supported H7 PU → BI 0.203 0.068 3.411 *** Supported H8 CL → BI 0.204 0.054 3.658 *** Supported 5.3 Results Discussion The results reveal that the primary factors influencing users' willingness to adopt AR technology in craftsmanship intangible heritage games include immersion, learning friendliness, interactivity, visual appeal, perceived ease of use, perceived usefulness, and cognitive load, confirming research hypotheses. Research has confirmed that perceived dimensions—immersion, learning friendliness, interactivity, and visual appeal—significantly influence users' willingness to engage with craftsmanship intangible heritage AR games. These factors positively enhance users' acceptance of AR games and directly impact the depth of their experience and satisfaction. This aligns with the theories that Ritu et al. (1999) and Sun and Zhang (2006) proposed. These theories integrate individual characteristics into the Technology Acceptance Model (TAM), demonstrate a multi-dimensional analytical approach to user acceptance intentions, and emphasize the significance of personality and psychological factors in technology acceptance. Furthermore, this expands on the research perspective of Tom and Jung that enhancing learning friendliness and other user perception dimensions through innovative design can effectively enhance user satisfaction with craftsmanship intangible heritage AR games. The findings demonstrate that perceived user dimensions are crucial in designing craftsmanship intangible heritage AR games. Users can be provided with a more intuitive and immersive learning experience by integrating learning friendliness with immersion and interactivity, enhancing interactive design, and optimizing visual effects through innovative approaches. This increases AR games’ attractiveness and effectively stimulates users' willingness to use them, providing strong support for the digital transmission and dissemination of craftsmanship intangible heritage. Perceived usefulness and perceived ease of use are significant determinants of users' willingness to adopt craftsmanship intangible heritage AR games, consistent with the findings of Davis (1989). Users’ willingness is enhanced when they perceive that these AR games are easy to operate and that the information is readily accessible. Therefore, enhancing the operational experience and enriching the historical content and educational value in AR game design are essential to meet user needs. However, unlike findings in previous studies, immersion did not significantly influence users' perceived ease of use. This may be attributed to unrealistic scenes in craftsmanship intangible heritage AR games, which hinder users' ability to clearly understand the designer's intent, resulting in cognitive biases that negatively impact the fluidity of the experience. Moreover, the immersive experience is influenced by technical factors, including device performance, network connectivity, and scene loading speed. These factors may disrupt users' engagement with virtual scenes and diminish their perception of the system's ease of use. Particularly during dynamic content presentation and scene transitions, these technical factors may create a disconnect between virtual and real elements, weakening immersion's positive influence on perceived ease of use and further limiting its effectiveness in enhancing users' perception of ease of use. Notably, cognitive load significantly impacts users' willingness to adopt AR technology in craftsmanship intangible heritage games, aligning with the objectives of this study. This finding further extends the relationships among perceived usefulness, perceived ease of use, and willingness to use within TAM. Moreover, this relationship supports Wang et al. (2010) argument that cognitive load is a crucial factor in assessing user acceptance of information technology, directly influencing user decision-making. This is also consistent with Chen et al.’s (2024) findings, which indicate that cognitive load mediates user experiences in AR virtual cultural heritage games. As a key factor in user experience, cognitive load influences the entire process of using craftsmanship intangible heritage AR games. Its level is positively affected by immersion, learning friendliness, interactivity, and visual appeal. When the cognitive load is optimized, users' intrinsic motivation is activated. It enhances their willingness to engage with and understand the content deeply. This cognitive optimization reduces barriers to information processing, alleviates fatigue, and minimizes operational difficulty, enhancing users' willingness to adopt craftsmanship intangible heritage AR games. It also enables users to derive greater satisfaction and cultural identity from their experience. Based on the results, this study provides targeted recommendations to enhance users' willingness to adopt craftsmanship intangible heritage AR games. These recommendations improve user engagement and satisfaction through optimized experiential design, facilitating the digital preservation and transmission of craftsmanship intangible heritage. At the user perception level, the visual interface design should incorporate colors, patterns, and layouts that align with craftsmanship intangible heritage culture. This approach ensures that rich cultural information is effectively conveyed while preserving craftmanship heritage’s artistic appeal and cultural significance. Unlike other forms of intangible heritage, craftsmanship heritage necessitates emphasizing craftsmanship details and artistic style during presentation. Therefore, the design should balance the information density of the interface, enabling users to acquire essential information while experiencing the profound cultural atmosphere and appreciating the craftsmanship inherent in traditional techniques. Furthermore, emphasis should be placed on the authenticity and detailed representation of three-dimensional scenes, particularly in every subtle aspect of the craftsmanship process, enabling users to understand the unique charm of traditional handicrafts. This differs from other forms of intangible heritage as craftsmanship heritage emphasizes practical demonstration techniques. Thus, the intricate and complex nature of the craft should be conveyed through refined design elements and an immersive cultural atmosphere, allowing users to appreciate the craftsmanship's intricacy and cultural significance. Appropriate sound effects and background music should be integrated to enhance the immersive atmosphere, ensuring users' a more cohesive multi-sensory experience. For instance, simulating realistic auditory feedback can effectively replicate each step of the craft production process, enhancing the immersive quality of the experience and providing users with a sense of truly being "immersed in the craft." This approach evokes users' aesthetic appreciation and enhances their sense of immersion and emotional connection with craftsmanship culture, ultimately increasing their interest and willingness to engage with cultural content. The design should prioritize a streamlined and intuitive workflow at the operational level, allowing users to experience complex craftsmanship through immersive interaction. Whether beginners or experienced craft enthusiasts, users should be able to begin quickly, thereby minimizing fatigue associated with interaction complexity. Unlike other forms of intangible cultural heritage, such as oral traditions or rituals, craftsmanship intangible heritage is inherently operational and interactive. Therefore, workflow design must focus on presenting and teaching craftsmanship, enabling users to attain a direct and in-depth understanding through hands-on operations and interactions. A personalized customization menu should also be integrated, enabling users to adjust the experience based on their needs and skill levels. It will better accommodate the diverse requirements of both beginners and professionals, ultimately enhancing their willingness to participate. Furthermore, unlike other forms of intangible heritage that primarily rely on storytelling or traditional displays, craftsmanship heritage emphasizes manual techniques’ intricate details and processes. In AR applications for craftsmanship heritage, users can actively explore specific processes within a digital environment, experience the complexity of manual techniques, and engage with the content on multiple levels, enhancing realism and user satisfaction. This design approach enhances operational convenience and user enjoyment and strengthens the effective transmission of craftsmanship knowledge within a digital environment, providing users with a profound and educational cultural experience. In interface design, adherence to a simple and intuitive learning path is crucial to ensure users can easily access relevant information. Operations should be straightforward, and the interface should remain user-friendly, ensuring that core content is easily comprehensible, particularly when presenting complex craftsmanship processes. Structuring information hierarchically and guiding users step by step reduces the learning threshold for novice users. This approach aligns with the natural learning process of users, reducing cognitive load for beginners and effectively enhancing learning efficiency. Lastly, by exploring the historical and cultural context of craftsmanship intangible heritage and distilling its core cultural essence, digital displays can more effectively recreate the authenticity of traditional craftsmanship. They offer users a multi-dimensional cultural experience fostering profound cultural resonance. The inherently practical nature of craftsmanship intangible heritage necessitates a meticulously designed virtual display to replicate the craftsmanship process authentically. Therefore, digital cultural displays should prioritize the depth and adaptability of content to captivate users and present craftsmanship culture in an authentic and nuanced manner within virtual environments, enhancing its educational and cultural appeal. By incorporating artistic narratives and integrating the historical background and transmission stories, augmented reality technology can seamlessly integrate virtual and real experiences. This enables users to attain an immersive experience and deepen their understanding and emotional connection with the culture. Such profound experiences enhance the effectiveness of transmitting intangible craftsmanship heritage and encourage users to develop lasting interest and identification with these traditional crafts. 6 Conclusion This study analyzes the relationships among these factors and their cascading effects on users' willingness to use them, offering specific optimization strategies for designing digital cultural heritage platforms. The proposed model and recommendations enhance the attractiveness and promotional effectiveness of intangible heritage AR games and facilitate the digital transformation of traditional craftsmanship heritage. Moreover, they foster deeper cultural identification and emotional fulfillment among users in a digital cultural environment. Ultimately, these research findings will positively support the long-term preservation and promotion of craftsmanship heritage, providing a robust theoretical foundation and practical guidance for developing future digital cultural heritage projects. This study is limited in examining the dynamic changes in influencing factors. Given that users may have varying experiences and needs during initial and prolonged use, future research should employ longitudinal data analysis to explore changes in user willingness over different usage phases, thereby revealing both the short-term and long-term effects of influencing factors. Declarations Competing interests ： The authors declare no competing interests. Data availability ： The datasets generated during and/or analyzed during the current study are available from the corresponding author upon reasonable request. Ethical approval: This study was conducted in full compliance with the institutional research guidelines and the ethical principles outlined in the Declaration of Helsinki. Ethical approval was exempted by the Institutional Review Board (IRB) of the Department of Global Integration, Kangwon National University in November 2024. The exemption was granted based on the following reasons: the research involved unregistered, non-interactive, and non-intrusive methods conducted in public spaces, where no specific individuals could be identified from the information collected; the study posed minimal risk to participants’ privacy, confidentiality, and well-being, with all data handled and stored in compliance with best practices for data protection; and the research did not involve any interventions or manipulations that could potentially harm participants. All participants were aged 18 and over and voluntarily participated, with informed consent obtained through the completion of a questionnaire. Informed Consent Statement: The study was conducted via an online survey from December 9 to December 15, 2024. All participants provided informed consent in written form (via Wen Juan Xing, a Chinese online survey platform) before participating in the study, they were given detailed information about the purpose, procedures, risks, and benefits involved. Consent was considered given when participants chose to proceed with the questionnaire after reading the consent form. Consent was obtained by the research team. All participants were fully informed that their participation was entirely voluntary and that they could discontinue completing the questionnaire at any stage without suffering any negative consequences. Their anonymity would be maintained throughout the process, their personal information would be securely stored, and the data collected would be used solely for research purposes. The study did not involve vulnerable individuals and minors. Each respondent was given the opportunity to enter a raffle for payment after completing the questionnaire. Acknowledgments The authors would like to thank all the participants in this study for their time and willingness to share their experiences and feelings. Author Contribution LSW1.Conceptualization: LSW developed the core idea for the study, integrating the research framework of the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT) to analyze user intentions.2.Data Collection: LSW led the design and distribution of the user perception survey and ensured the quality and completeness of the data collected.3.Writing—Original Draft: LSW prepared the initial drafts of the manuscript, particularly focusing on the introduction, literature review, and discussion sections.4.Visualization: LSW designed the figures and tables summarizing the results and theoretical model.ZQF and TYH1.Supervision: ZQF and TYH oversaw the research process, provided guidance throughout the study, and ensured alignment with the research objectives.2.Project Administration:ZQF and TYH coordinated all aspects of the project, including collaboration between authors and submission preparation. References Amir, R. I. M., Mohd, I. H., Saad, S., Seman, S. A. 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Sustainability (2071-1050) , 16 (13). https://doi.org/10.3390/su16135281 Yovcheva, Z., Buhalis, D., & Gatzidis, C. (2012). Smartphone Augmented Reality Applications for Tourism. E Review of Tourism Research . https://doi.org/doi:http://dx.doi.org/ Zabulis, X., Meghini, C., Partarakis, N., Beisswenger, C., Dubois, A., Fasoula, M., Nitti, V., Ntoa, S., Adami, I., & Chatziantoniou, A. (2020). Representation and Preservation of Heritage Crafts. Sustainability , 12 . https://doi.org/10.3390/su12041461 Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. 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Experience of the Mural Restoration AR Interactive Game Project\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"2.png","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/4e24eda31bbcb71e5b49490b.png"},{"id":78289520,"identity":"277144b7-1c8c-4c00-9d18-fb531c6c5dfa","added_by":"auto","created_at":"2025-03-11 16:46:56","extension":"png","order_by":3,"title":"Figure 3","display":"","copyAsset":false,"role":"figure","size":299788,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eExperience of the British Museum AR Interactive Game Project\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"3.png","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/2defdac9b64f5eb12b030801.png"},{"id":78290270,"identity":"69c12f24-9cdc-44ef-85d3-ef06715130a0","added_by":"auto","created_at":"2025-03-11 16:54:56","extension":"png","order_by":4,"title":"Figure 4","display":"","copyAsset":false,"role":"figure","size":237400,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eTheoretical Model of User Willingness to Use AR Technology in Craftsmanship Intangible Heritage Games\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"4.png","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/aed97185ad1de4bf2e736634.png"},{"id":78289522,"identity":"37150aef-0049-45d0-8764-e9cec6ce85fb","added_by":"auto","created_at":"2025-03-11 16:46:56","extension":"png","order_by":5,"title":"Figure 5","display":"","copyAsset":false,"role":"figure","size":149661,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eThe Research Model of Factors Influencing User Willingness to Use AR Technology in Craftsmanship Intangible Heritage Games\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"5.png","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/d8354124a3f5f0685b823ea4.png"},{"id":78290625,"identity":"e093c524-57c0-40fe-812c-9259a84717fd","added_by":"auto","created_at":"2025-03-11 17:02:56","extension":"png","order_by":6,"title":"Figure 6","display":"","copyAsset":false,"role":"figure","size":247654,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eTest Results of Hypotheses for User Willingness Model\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"6.png","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/f45e251298f30c1c293194db.png"},{"id":85935355,"identity":"c80153a5-044a-4c5b-9b08-cb11fae53ce5","added_by":"auto","created_at":"2025-07-03 10:16:17","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":3159211,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6104175/v1/34a34be3-0604-4c83-a56b-db1192a12837.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Factors Affecting User Intention to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games","fulltext":[{"header":"1 Introduction","content":"\u003cp\u003eTechnological advancements propel the information age, and the dissemination of intangible cultural heritage (ICH) has experienced significant transformation. Emerging technologies, including the internet, information and communication technologies (ICT), and digital media, have accelerated the spread of cultural knowledge and introduced innovative methods for communicating and transmitting ICH (Hung et al., 2016). The deep integration of technology and culture has increasingly emerged as a major driving force for preserving intangible cultural heritage (ICH), innovation within the cultural industry, and enhancing user experiences (Wallenberg, 2020). In line with this trend, the dissemination model of traditional craftsmanship is also undergoing significant transformation. The introduction of AR technology has surpassed the temporal and spatial constraints traditionally associated with disseminating craftsmanship (Dong et al., 2006), enhancing users' sense of immersion and interactive experiences through virtual displays and personalized interactions (Teo, 2012). Historically, the transmission of traditional craftsmanship on in-person demonstrations and direct manual skill transfer. However, with advancements in digital technology, the focus of craftsmanship transmission has gradually shifted from 'display-centered' to 'user experience-centered (Peter \u0026amp; Linett, 2003), marking a new phase in digital development.\u003c/p\u003e \u003cp\u003eAR technology has introduced new vitality into the digital dissemination of cultural heritage, significantly transforming the methods of presenting and disseminating art and cultural heritage (Ch\u0026rsquo;ng et al., 2018). AR technology has significantly enriched cultural presentation in preserving and disseminating craftsmanship-related intangible cultural heritage. Traditional craftsmanship presentations have predominantly relied on in-person demonstrations and static displays, where audiences could only grasp the craftsmanship process through limited text or static visuals, lacking both interactivity and entertainment value. This approach constrained the effectiveness of craftsmanship heritage dissemination (Liu, 2024). With mass media and AR technology advancements, 3D virtual presentation methods and mobile client-based displays have gradually emerged. Integrating new human-computer interaction technologies and the rise of AR games provide users with a distinctive interactive experience. These technologies showcase the intricate processes of traditional crafts and convey the deeper cultural connotations through virtual means, establishing themselves as significant mediums for digitally disseminating craftsmanship-related intangible cultural heritage (Chen, 2017).\u003c/p\u003e \u003cp\u003eIndividual user experience and acceptance have become particularly critical as AR games for intangible heritage increasingly become vital tools for enhancing social and cultural dissemination (Pan, 2024). Technology accessibility significantly influences its acceptance, particularly in the context of intangible heritage AR games. As a digital information system (Cai, 2017), AR games offer digital displays and interactive services for intangible cultural heritage. A high-quality user experience and a strong willingness to use are core factors for successfully promoting craftsmanship-related intangible heritage AR games (Chen, 2017). However, most existing research concentrates on displaying and preserving traditional cultural heritage, with a relative scarcity of systematic analyses on user behavior and system usage intentions. Many studies remain qualitative, focusing on conceptual frameworks, technical implementation, and display effects, lacking empirical analysis of user behavior. In China, the application and research of craftsmanship-related intangible heritage AR games have yet to achieve widespread adoption, and there remains a significant gap compared to other digital cultural platforms for intangible heritage (Pan, 2024). If the willingness of users to adopt new technologies and the driving factors behind this willingness are not accurately understood, the full potential of these technologies may remain unrealized. This limits their actual effectiveness in cultural dissemination. This risk results in resource wastage and affects the efficiency of cultural product delivery. Therefore, enhancing user acceptance of craftsmanship-related intangible heritage AR games and exploring the potential factors influencing AR technology in cultural promotion have become critical areas that urgently require further investigation.\u003c/p\u003e \u003cp\u003eTo systematically analyze the factors affecting user experience and adoption willingness, the Technology Acceptance Model (TAM)\u0026mdash;renowned for its simplicity and clarity\u0026mdash;has been widely employed in information technology acceptance research to investigate users' intentions to adopt new technologies. In digital transmission, the unique characteristics of craftsmanship-related intangible heritage influence user experience and willingness to use across multiple dimensions. Users must engage deeply with cultural connotations through multi-sensory and complex interactions. TAM provides a structured framework for understanding user adoption behaviors. Therefore, this study extends TAM by incorporating Cognitive Load Theory (CLT) to reveal the key influences of various factors on user adoption willingness. User perception data were collected through surveys to examine dimensions such as perceived usefulness, ease of use, and cognitive load. Structural Equation Modeling (SEM) was used to analyze the path relationships among factors, validate the proposed hypotheses, and quantify each factor's impact on user adoption willingness. The study identified the key factors influencing users' adoption of craftsmanship-related intangible heritage AR games and proposed user-oriented strategies for promoting intangible heritage in the digital realm. The findings enrich the digital dissemination of craftsmanship-related intangible heritage perspectives and provide theoretical insights and practical guidance for promoting other digital cultural heritage platforms.\u003c/p\u003e"},{"header":"2 Literature review","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e\n \u003ch2\u003e2.1 Digital Preservation and Transmission of Craftsmanship Intangible Cultural Heritage\u003c/h2\u003e\n \u003cp\u003eAmidst the accelerating globalization forces, the recognition and safeguarding of intangible cultural heritage (ICH) have emerged as critical global focus areas, particularly due to their essential role in fostering cultural identity and preserving local cultural continuity. Unlike tangible heritage, ICH\u0026mdash;characterized by its distinctive modes of expression and transmission\u0026mdash;acts as a vital conduit for enriching cultural diversity. In recent years, the preservation and dissemination of ICH have gathered growing international attention. Historically, research and conservation initiatives predominantly targeted the preservation and exhibition of tangible heritage. However, following the adoption of the Convention for the Safeguarding of the Intangible Cultural Heritage in 2003 and the subsequent implementation of related policies across various countries, the safeguarding of intangible heritage has steadily become an integral component of global cultural policy (Kurin, 2010). This transition underscores the international community\u0026apos;s commitment to safeguarding intangible cultural heritage and encourages the academic sphere to delve deeper into strategies for effectively transmitting and promoting ICH within the framework of globalization.\u003c/p\u003e\n \u003cp\u003eCraftsmanship-related intangible cultural heritage is frequently perceived as \u0026quot;ancient\u0026quot; or \u0026quot;detached from modern life,\u0026quot; largely due to the limited availability of information channels. This information scarcity impedes a holistic understanding of craftsmanship heritage. However, traditional craftsmanship represents more than a historical artifact; it embodies cultural information, mirroring particular communities\u0026rsquo; lifestyles, belief systems, social identities, and aesthetic values (Chen et al., 2024). This cultural knowledge is transmitted through traditional crafts and techniques, highlighting their unique cultural allure while continuing to significantly influence contemporary artistic practices and lifestyles, serving as a source of inspiration for both (Fu et al., 2015). Compared to other forms of intangible heritage, craftsmanship heritage is particularly vulnerable to environmental factors, resulting in greater fragility and preservation challenges. This type of heritage often depends on intricate artisanal processes, which, over time, may be compromised by constraints in technical resources, spatial limitations, and the aging or absence of cultural practitioners (Du \u0026amp; Gao, 2019; Wenji et al., 2022; Zabulis et al., 2020). These factors collectively intensify the challenges associated with transmitting craftsmanship heritage. To mitigate these challenges and ensure sustainable craftsmanship heritage without the limitations of time and environment, the innovative use of digital technology has attracted significant attention in academia. In recent years, numerous studies have investigated how digital technology can be utilized to safeguard and disseminate traditional craftsmanship. Chen employed 3D modeling and virtual display technologies to reconstruct the intricate processes involved in traditional craftsmanship, offering a practical solution for its digital preservation (Chen, 2023). Furthermore, Qiu et al. (2024) explored the potential of 3D virtual simulation technology for recreating historical craftsmanship, underscoring the pivotal role that digital technology plays in transmitting craftsmanship heritage. Digital technology effectively overcomes the challenges of preserving traditional craftsmanship under physical and environmental limitations while vividly capturing the nuances of different historical periods and cultural contexts. This detailed recreation improves the visibility of craftsmanship and provides modern users with immersive learning and experiential opportunities, allowing them to gain a deeper understanding and appreciation of the cultural value inherent in these traditional crafts. Consequently, the application of digital technology opens new pathways for preserving and transmitting craftsmanship heritage, substantially expanding the scope and depth of its dissemination.\u003c/p\u003e\n \u003cp\u003eCurrent digitalization projects for craftsmanship intangible cultural heritage are similar to other intangible heritage digital initiatives, primarily emphasizing foundational presentations while lacking a comprehensive theoretical framework and empirical research support. This shortcoming impedes the effectiveness of digital dissemination, limiting the broader impact of cultural transmission efforts (Cominelli \u0026amp; Greffe, 2012). To overcome this deficiency, the digital dissemination of craftsmanship heritage requires technical support and an emphasis on the authentic representation of cultural content, ensuring the effective transmission of the cultural essence embedded in craftsmanship. Yang et al. highlighted that adopting a user-centered design approach can more effectively align traditional craftsmanship\u0026rsquo;s digital representation with audiences\u0026rsquo;s contemporary preferences. Moreover, incorporating interactive design elements can significantly enhance public understanding and engagement (Yang et al., 2024). This approach enhances user engagement and strengthens the effectiveness of disseminating craftsmanship heritage. Interactive digital platforms enable users to immerse themselves more profoundly in the learning and experience of craftsmanship, thereby promoting the transmission of intangible cultural heritage among younger generations.\u003c/p\u003e\n \u003cp\u003eDespite some progress in China\u0026rsquo;s digitalization initiatives for traditional craftsmanship heritage, there is a considerable gap compared to other developed countries. China has yet to form a fully systematic approach to establishing a comprehensive framework and implementing practical applications for the digital preservation of craftsmanship heritage. Moreover, the adoption and promotion of related technologies are still relatively limited. Therefore, future efforts should focus on refining the digital preservation framework and intensifying research and technological advancements to achieve broader dissemination and safeguard traditional craftsmanship heritage more effectively.\u003c/p\u003e\u003cspan\u003e\n \u003cp\u003e\u003cstrong\u003e2.2 The Current State of User Willingness to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games\u003c/strong\u003e\u003c/p\u003e\n \u003c/span\u003e\n \u003cp\u003eUser willingness to use refers to the users\u0026apos; attitudes toward a particular technology and the resulting behavioral motivations. Regarding craftsmanship intangible heritage AR games, user willingness is particularly crucial as it directly impacts the effectiveness of cultural transmission. With the gradual application of AR technology in protecting intangible cultural heritage, scholars have begun to investigate its influence on user willingness from various perspectives. Bekele et al. (2018) found that integrating AR technology with 3D modeling, virtual reality, and audio feedback offers new interactive modes for intangible heritage games, significantly boosting user engagement and interest. Koivisto and Hamari (2019) research further highlighted that combining AR technology with gamification enhances user satisfaction and effectively supports the learning and transmission of intangible cultural heritage. Meanwhile, visual appeal, ease of operation, and interactivity are key determinants of user willingness to adopt AR. Tom Dieck and Jung (2017), utilizing the Technology Acceptance Model (TAM), found that when users engage with AR applications, visual appeal is the initial perception layer, followed by ease of use and interactivity. These factors collectively shape users\u0026apos; adoption decisions. The findings are consistent with the foundational framework of existing technology acceptance models, further validating the applicability of TAM in the context of intangible cultural heritage. Moreover, user immersion emerges as a critical variable in this area of research. Yovcheva et al. (2012) demonstrated that AR technology enhances user experience through visual and interactive elements, significantly improving learning outcomes by fostering immersion and increasing overall user satisfaction. Traditional handicrafts and artisanal skills are often complex and refined, and mere visual presentations may not fully convey their cultural significance to users. AR technology immerses users in a realistic yet virtual cultural environment. It enhances their perception and understanding of the intrinsic cultural value embedded in these crafts. Moreover, Kysela and ?torkov\u0026aacute; (2015), validate AR technology\u0026rsquo;s role in boosting user engagement in AR games through quantitative research. The pleasurable experiences derived from immersion and interactivity significantly increased users\u0026apos; willingness to participate, directly influencing their continued usage intentions. These findings provide a theoretical basis for designing AR games centered on craftsmanship intangible heritage, underscoring the critical role of interactive design and immersive experiences in shaping user engagement and willingness to adopt.\u003c/p\u003e\n \u003cp\u003eIn literature, the Technology Acceptance Model (TAM) has been extensively used to analyze user acceptance behaviors of new technologies. This approach uncovered substantial insights into how users adopt emerging technologies such as AR and VR. However, compared to other forms of intangible cultural heritage, craftsmanship heritage imposes higher demands on technological support. The distinctive nature of craftsmanship heritage means that users prioritize practical usability and interactive experiences when engaging with AR technology, a preference that differs significantly from other intangible heritage forms such as music and dance. In AR applications related to craftsmanship heritage, perceived ease of use impacts the fluidity of the learning process and operational experience. It also influences the cognitive load and overall user experience during complex tasks. Concurrently, perceived usefulness is manifested in users\u0026apos; recognition of the practical value of craftsmanship transmission, encompassing the technology\u0026apos;s role in knowledge dissemination, detailed reproduction, and cultural connotation representation. These elements collectively shape users\u0026apos; willingness to engage with AR applications in the context of craftsmanship heritage. Therefore, addressing these unique requirements, this study investigates the factors affecting users\u0026apos; willingness to adopt AR technology in craftsmanship heritage games. This research expands the TAM model within cultural heritage studies and provides new theoretical foundations and practical guidance for the digital transmission and innovative design of craftsmanship intangible heritage.\u003c/p\u003e\n\u003c/div\u003e"},{"header":"3 Theoretical Framework and Research Hypotheses","content":"\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e\n \u003ch2\u003e3.1 Technology Acceptance Framework for Emerging Technologies\u003c/h2\u003e\n \u003cp\u003eThe Technology Acceptance Model (TAM), introduced by Davis (1989) and grounded in the Theory of Reasoned Action, serves as a framework for studying users\u0026apos; acceptance of information technologies or systems (Davis, 1989). Its core hypothesis postulates that users\u0026apos; perceived usefulness and ease of use significantly shape their attitudes and behaviors toward technology adoption, as illustrated in Fig. \u003cspan class=\"InternalRef\"\u003e1\u003c/span\u003e. With the widespread proliferation of information technologies, the TAM model has undergone extensive validation, becoming a foundational theoretical framework in Information Systems (IS) adoption research. Nevertheless, early research on user adoption often relied solely on TAM\u0026apos;s basic constructs, overlooking the moderating role of individual differences in adoption intentions. Ritu et al. (1999) explored the impact of individual characteristics such as innovativeness and prior technology experience within the TAM framework, highlighting the critical role of these traits in technology acceptance. Similarly, Sun and Zhang\u0026rsquo;s (2006) study demonstrated that individual traits significantly moderate TAM\u0026apos;s constructs, further elucidating how these characteristics influence users\u0026apos; intentions to adopt technology. Furthermore, Lin (2007) investigated the integration of individual characteristics within the TAM model, focusing on their application in online shopping and conducting a comprehensive analysis of how gender moderates perceived usefulness and ease of use. The findings revealed that gender significantly influences technology adoption intentions. Similarly, Venkatesh et al. (2000) affirmed the substantial impact of gender differences on technology adoption decisions, particularly regarding the influence of perceived usefulness and perceived ease of use on adoption intentions, highlighting divergent decision-making processes between males and females.\u003c/p\u003e\n \u003cp\u003eThis paper adopts the TAM model as the theoretical foundation to explore the key external variables influencing user willingness to adopt AR games for craftsman heritage \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003e10.19554/j.cnki.1001-3563.2023.04.011\u003c/span\u003e\u003c/span\u003e ived ease of use, a crucial determinant of users\u0026apos; intention to adopt a technology. The perceived usefulness reflects the user\u0026apos;s recognition of the practical value of knowledge transfer and cultural understanding. The perceived ease of use relates to the user\u0026apos;s expectation of a simple AR interface and natural interaction. Thus, users\u0026apos; perceptions are pivotal in shaping their willingness to adopt the technology (Li \u0026amp; Gao, 2023). This study follows the core logic of the TAM model (construct\u0026mdash;attitude\u0026mdash;intention\u0026mdash;behavior) and integrates individual differences. It examines how these external variables influence users\u0026apos; perceptions and behavioral decisions. Extending the TAM model uncovers deeper factors influencing users\u0026apos; acceptance and willingness to use AR technology in craftsmanship heritage games, thereby providing theoretical support for enhancing the digital preservation and promotion of craftsmanship heritage.\u003c/p\u003e\n\u003c/div\u003e\n\u003cdiv id=\"Sec6\" class=\"Section2\"\u003e\n \u003ch2\u003e3.2 Identification and Analysis of User Perception Factors in AR Games for Craftsmanship Intangible Cultural Heritage\u003c/h2\u003e\n \u003cp\u003eWhen analyzing the key factors influencing user willingness to use, it is crucial to comprehensively consider the complexity of the user experience rather than relying solely on literature reviews. This study employed in-depth investigations to gain a deeper understanding of user behavior. It drew upon psychological research methods, using a feature identification approach to extract perceived factors from a user perspective, termed \u0026quot;performance characteristics.\u0026quot; These characteristics provide precise variables for subsequent research, enabling a more thorough analysis of user behavior patterns and their willingness to use. The data collection process integrated online user reviews with offline in-depth interviews. It captured users\u0026rsquo; original evaluation perspectives on craftsmanship intangible cultural heritage AR games. This method facilitated a detailed examination of the core factors shaping user willingness to use.\u003c/p\u003e\n \u003cp\u003eInitially, a Python script was employed to extract user reviews from two prominent domestic and international AR game projects related to cultural heritage. Examples of these projects are illustrated in Figs. 2 and \u003cspan class=\"InternalRef\"\u003e3\u003c/span\u003e. After a thorough screening and data processing, 524 reviews were collected, of which 312 valid reviews were retained. Subsequently, two domestic craftsmanship-related intangible heritage AR games were selected as test samples, with 16 participants (8 females and 8 males) randomly invited to engage in experiential testing of these heritage applications. Following the experience, each participant participated in a semi-structured interview of approximately 25 minutes. The interviews focused on their impressions and feedback and were recorded after obtaining consent. Finally, the collected online reviews and interview data were cross-verified to ensure accuracy and consistency, providing a robust foundation for subsequent statistical analysis.\u003c/p\u003e\n \u003cp\u003eBased on the grounded theory coding framework, user perception factors were systematically identified and analyzed, with research variables undergoing open and axial coding processes. Using NVivo11 software, 40,536 words of effective text data were coded, and core concepts were progressively refined. During the categorization and initial coding phase, the text data were analyzed sentence-wise to extract users\u0026rsquo; specific perceptual dimensions related to the theme and research objectives. This process identified 17 initial concepts grouped into 8 subcategories. Each subcategory was defined using representative statements from user reviews, capturing different aspects of user experiences in AR games. In the pattern recognition and theme extraction phase, repeated analysis of the 8 subcategories led to the identification of abstract concepts, which were grouped into four main categories: \u0026quot;Immersion,\u0026quot; \u0026quot;Learning Friendliness,\u0026quot; \u0026quot;Interactivity,\u0026quot; and \u0026quot;Visual Appeal.\u0026quot; Axial coding was used to reclassify the 8 subcategories, integrating augmented reality features to derive three higher-level main categories defining user perception factors for craftsmanship intangible heritage AR games. No new conceptual categories emerged after conducting the same coding analysis on five additional initial datasets, indicating that theoretical saturation had been achieved. These main categories represent the key perceptual characteristics influencing user willingness to adopt AR technology and encapsulate the core perceptions of users regarding their experiences with craftsmanship intangible heritage AR games, as detailed in Table \u003cspan class=\"InternalRef\"\u003e1\u003c/span\u003e.\u003c/p\u003e\n \u003cdiv class=\"gridtable\"\u003e\u0026nbsp;\u003ctable id=\"Tab1\" border=\"1\"\u003e\n \u003ccaption language=\"En\"\u003e\n \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\n \u003cdiv class=\"CaptionContent\"\u003e\n \u003cp\u003eUser Perception Factor Extraction (Coding Results)\u003c/p\u003e\n \u003c/div\u003e\n \u003c/caption\u003e\n \u003ccolgroup cols=\"5\"\u003e\u003c/colgroup\u003e\n \u003cthead\u003e\n \u003ctr\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eSerial Number\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eData Compilation\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eInitial Concept\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eSubcategory\u003c/p\u003e\n \u003c/th\u003e\n \u003cth align=\"left\"\u003e\n \u003cp\u003eMain Category\u003c/p\u003e\n \u003c/th\u003e\n \u003c/tr\u003e\n \u003c/thead\u003e\n \u003ctbody\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA1\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...feels like being in a real historical setting of intangible heritage craftsmanship...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eRealistic Reproduction\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eContextual\u003c/p\u003e\n \u003cp\u003eReproduction\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003eimmersion\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA2\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...truly conveys the essence of traditional craftsmanship...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eCraftsmanship Representation\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA3\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...feels like truly watching the master at work...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eImmersive Experience\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eBeing There\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA4\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...provides a more immersive feeling, like experiencing it firsthand...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eStorytelling Context\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA5\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...people of all ages can easily get started...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSimple Operation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eSmooth\u003c/p\u003e\n \u003cp\u003eOperation\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003eLearning\u003c/p\u003e\n \u003cp\u003eFriendliness\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA6\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...each step can be experienced easily...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eOperational Experience\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA7\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...rewards are given for completing each step of learning craftsmanship...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAchievement Rewards\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eUser Motivation\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA8\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...makes learning craftsmanship easier even beginners can quickly grasp basic operations...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eLearning Guidance\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA9\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...the interface is very clear and the usage instructions are straightforward and easy to understand...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eInterface Design\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eClear Interface\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"4\"\u003e\n \u003cp\u003eInteractive\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA10\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...all functions are obvious making it nearly effortless to use smoothly...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eIntuitive Design\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA11\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...can switch smoothly between different scenes for\u003c/p\u003e\n \u003cp\u003einteraction...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eSynchronous Display\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eEntertainment Interaction\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA12\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...allows a collaborative experience of intangible heritage craftsmanship with\u003c/p\u003e\n \u003cp\u003eother players, sharing insights...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eCollaborative Experience\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA13\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...real craftsmanship demonstration combined with vivid sound effects\u003c/p\u003e\n \u003cp\u003emakes it feel immersive...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAudio-Visual Experience\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"2\"\u003e\n \u003cp\u003eLively Sound and lmage\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"5\"\u003e\n \u003cp\u003eVisual l\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA14\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...lively animations meticulously depict the operation of traditional crafts...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eAnimation Effects\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA15\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...360-degree full view clearly shows every detail of intangible craftsmanship...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eFull-View Display\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\" rowspan=\"3\"\u003e\n \u003cp\u003eDetailed Display\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA16\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...the 3D modeling of the craftsmanship process is truly stunning, full of realism...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e3D Details\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003ctr\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eA17\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003e\u0026ldquo;...the color matching and material display of traditional craftsmanship are exceptionally exquisite...\u0026rdquo;\u003c/p\u003e\n \u003c/td\u003e\n \u003ctd align=\"left\"\u003e\n \u003cp\u003eColor Matching\u003c/p\u003e\n \u003c/td\u003e\n \u003c/tr\u003e\n \u003c/tbody\u003e\n \u003c/table\u003e\n \u003c/div\u003e\n \u003cp\u003eBased on the literature, key user perception factors are Immersion, Learning Friendliness, Interactivity, and Visual Appeal. The specific manifestations of these factors within AR games and their critical roles in enhancing user willingness to adopt the technology warrant further in-depth research and analysis.\u003c/p\u003e\n \u003cp\u003e\u003cstrong\u003e3.3 Constructing a Theoretical Model of User Willingness to Use AR Technology in Craftsmanship Intangible Heritage Games\u003c/strong\u003e\u003c/p\u003e\n \u003cp\u003eIn extracting user perception factors, users\u0026apos; perceptions are primarily reflected in the external features of craftsmanship intangible cultural heritage AR games. By analyzing the user evaluation framework, key factors such as immersion, learning friendliness, interactivity, and visual appeal were identified.\u003c/p\u003e\n \u003cp\u003eWith the rapid advancements in information technology, user behavior and needs have undergone significant changes (Li \u0026amp; Gao, 2023). The Technology Acceptance Model (TAM), has been extensively applied in studies across diverse technological domains (Cano-Giner et al., 2015). However, Sweller (2010) argued that relying solely on the TAM model cannot fully capture user behavior patterns in complex technological environments\u0026mdash;particularly in scenarios requiring high cognitive engagement, where ease of use and perceived usefulness are inadequate to explain user decision-making comprehensively. Mayer and Moreno (2003) introduced Cognitive Load Theory (CLT) to address this limitation. It explores users\u0026apos; cognitive load while using new technologies and emphasizes the crucial role of cognitive load in understanding user behavioral intentions. In the context of AR technology, CLT has emerged as an important tool for evaluating the effectiveness of user interactions with technology. Some researchers have highlighted that AR creates highly realistic virtual environments and reduces cognitive load by visualizing complex information and structuring content, enhancing users\u0026apos; comprehension efficiency and willingness to use the technology (Furtado et al., 2018). Additionally, the temporal and spatial representation capabilities of AR ensure a coherent delivery of information, improving user focus and immersion. By reducing irrelevant information, AR technology effectively mitigates users\u0026apos; cognitive load. Empirical studies further confirmed AR\u0026apos;s advantages in reducing cognitive load; users reported significantly lower cognitive strain while using AR for equipment operation instructions (Singh et al., 2019). Similarly, Turan (2018) found that users in the AR group experienced significantly lower cognitive load than the control group while learning cultural knowledge. Park et al. (2012) suggest that when users experience lower cognitive load, they are more likely to attain a state of focus, overlook distractions, and have improved learning outcomes. Cognitive load is a critical psychological metric. It is often integrated with the TAM framework to examine its influence on user behavioral motivation. Existing studies have consistently shown that cognitive load directly impacts users\u0026apos; willingness to adopt technology and shapes their behavioral decisions to some extent (Wang et al., 2010).\u003c/p\u003e\n \u003cp\u003eThis paper introduces Cognitive Load Theory based on the Technology Acceptance Model (TAM). It integrates Immersion, Learning Friendliness, Interactivity, and Visual Appeal as external variables to develop a theoretical model of user willingness to adopt AR technology in craftsmanship intangible cultural heritage games, as depicted in Fig. \u003cspan class=\"InternalRef\"\u003e4\u003c/span\u003e.\u003c/p\u003e\n\u003c/div\u003e\n\u003cp\u003e\u003cstrong\u003e3.4 Hypotheses on Influencing Factors\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.1 I\u003c/strong\u003e\u003cstrong\u003emmersion\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003e(IM)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eImmersion is a crucial dimension of user perception in AR technology experiences. Steuer (1992) defined immersion as the user\u0026apos;s capacity to engage with the virtual environment and the degree of detachment from the real world. Slater and Wilbur (1997) proposed a framework for immersive virtual environments focusing on users\u0026apos; psychological responses and immersion depth during interactions. Subsequently, Makransky and Lilleholt (2018) incorporated immersion into the Cognitive Load Theory model, examining its role in reducing extraneous cognitive load and enhancing user cognitive processing. Parong and Mayer (2018) validated this perspective, showing that user immersion in virtual experiences balances cognitive load, enhances information processing efficiency, and significantly reduces distractions and stress. In this state, users derive enjoyment from the virtual environment and enhance their comprehension and perception of virtual cultural content by regulating cognitive load. In these AR games, immersion enables users to deeply engage with craftmanship\u0026rsquo;s complexity and cultural context. By offering an immersive interactive environment, cognitive load is reduced. It allows users\u0026rsquo; to concentrate more on the craftsmanship and cultural narratives, boosting engagement and satisfaction. Based on these considerations, the following hypotheses are proposed.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH1a:\u003c/strong\u003e Immersion positively influences the perceived usefulness of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH1b:\u003c/strong\u003e Immersion positively influences the perceived ease of use of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH1c:\u003c/strong\u003e Immersion positively influences the cognitive load of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.2\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eLearning Friendliness\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003e(FL)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eLearning friendliness seeks to improve learning efficiency and provide a high-quality experience in acquiring and understanding information. The learning efficiency can be improved by optimizing the learning environment and reducing cognitive load. Learning friendliness enhances the user experience through virtual displays and interactive designs, allowing users to understand intangible heritage culture more deeply. Sweller (2010) emphasized that reducing unnecessary information load enables learners to concentrate more on essential content and avoid information overload. Users can directly engage with intricate craftsmanship processes through intuitive virtual interactions, enhancing learning efficiency and cultural understanding. Building on this foundation, Hamari et al. (2014) further investigated the relationship between learning friendliness and perceived usefulness by incorporating gamification elements. They suggested that this combination can substantially enhance user engagement in learning and increase their willingness to use the technology, underscoring the pivotal role of learning friendliness in fostering active participation. Huang et al. (2023) study demonstrated that learning friendliness is achieved through simplifying the user interface and interaction methods. It reduces cognitive load, enhances perceived ease of use, enables users to switch between scenes or operate virtual craft processes seamlessly, and improves overall ease of use in the game. With a reduced cognitive load, users can focus on learning and experiencing intangible craftsmanship heritage, enhancing their acceptance of AR gaming platforms. Moreover, within the TAM framework, perceived usefulness\u0026mdash;integrated with learning friendliness\u0026mdash;significantly influences user behavioral decisions. It encourages continued engagement with craftsmanship intangible heritage AR games, fostering the digital transmission and dissemination of culture. Based on these findings, this paper proposes the following hypotheses.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH2a:\u003c/strong\u003e Learning friendliness positively influences the perceived usefulness of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH2b:\u003c/strong\u003e Learning friendliness positively influences the perceived ease of use of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH2c:\u003c/strong\u003e Learning friendliness positively influences the cognitive load of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.3 I\u003c/strong\u003e\u003cstrong\u003enteractive\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003e(IN)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eInteractivity enhances users\u0026apos; engagement and operational experience. Winograd and Flores (1997) argued that the interaction between users and computer systems influences users\u0026apos; cognitive processes and elicits significant feedback from these cognitive processes as a response to system interaction. This bidirectional interaction is especially vital in AR environments. It determines users\u0026apos; operational fluency and emotional connection within the virtual space. Lu (2024) demonstrated that integrating AR technology with gamified learning significantly enhances learning outcomes in cultural heritage education. Fostering interactivity that motivates users to explore and understand cultural information enriches the educational experience. Interactivity enhances user engagement and operational experience by increasing interaction frequency with the virtual environment, stimulating users\u0026apos; interest in cultural content and motivation to learn, directly influencing overall user satisfaction. High interactivity design can significantly boost user satisfaction. Increased interaction frequency strengthens users\u0026apos; sense of control and provides immediate feedback, resulting in lower cognitive load and an improved experience. Thus, interactivity positively influences user behavior and reduces cognitive load by providing timely feedback and enhancing control. It helps users maintain focus and engagement throughout the experience. Accordingly, the following hypotheses are proposed.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH3a:\u003c/strong\u003e Interactivity positively influences the perceived usefulness of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH3b:\u0026nbsp;\u003c/strong\u003eInteractivity positively influences the perceived ease of use of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH3c:\u003c/strong\u003e Interactivity positively influences the cognitive load of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.4 V\u003c/strong\u003e\u003cstrong\u003eisual\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003e(VI)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe application of AR technology in ICH games has significantly enhanced user immersion and engagement. Therefore, designing the visual interface is crucial. It requires a high degree of realism and diverse interactive modes to enhance users\u0026apos; experience and comprehension of cultural content, fostering greater learning interest. Skulmowski and Xu (2021) emphasized that reducing users\u0026apos; cognitive load through thoughtful design enhances learning outcomes in virtual environments. This implies that the realism and vividness of imagery should facilitate easier information processing, thereby enriching users\u0026apos; cognitive experiences. Breves and Stein (2022) further corroborate this finding, emphasizing that high-quality virtual imagery captures users\u0026apos; attention effectively. It facilitates more efficient information processing in complex environments by minimizing cognitive load and enhancing users\u0026apos; willingness to adopt the technology. This suggests that image design in virtual environments should prioritize visual aesthetics, effective information transmission, and reduced cognitive load. Meanwhile, Mel and Sanchez-Vives (2016) highlighted the importance of visual stimuli and interactive experiences in enhancing user satisfaction and engagement, especially within virtual and augmented reality environments. Moreover, realistic visual design enhances user engagement while reducing cognitive load, improving users\u0026apos; comprehension and retention of cultural heritage. These findings demonstrate that visual design is a fundamental component of user experience in AR technology. These findings also highlight the critical role of visual stimuli in improving user satisfaction and fostering the intention to use AR technology in the digital dissemination of craftsmanship intangible heritage. Therefore, this paper proposes the following hypotheses.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH4a:\u003c/strong\u003e Visual appeal positively influences the perceived usefulness of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH4b:\u003c/strong\u003e Visual appeal positively influences the perceived ease of use of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH4c:\u003c/strong\u003e Visual appeal positively influences the cognitive load of craftsmanship intangible heritage AR games.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.5 The Mediating Role of Perceived Ease of Use (PE)\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIn the Technology Acceptance Model (TAM), perceived ease of use and perceived usefulness are the primary determinants influencing users\u0026apos; intention to continue using a technology. Davis (1989) defined perceived ease of use as users\u0026apos; subjective assessment of the ease or difficulty of using a particular technology. Perceived ease of use influences users\u0026apos; intention to adopt technology and positively affects perceived usefulness. Furthermore, Coblenz (2021) highlighted that a simplified operational design can alleviate the cognitive resource demands on users, thereby enhancing their overall experience. Thielsch and Niesenhaus (2017) emphasized that excessive cognitive load can divert users\u0026apos; attention, reducing engagement and quality of user experience. Conversely, when perceived ease of use is high, simplified operations can reduce users\u0026apos; cognitive load, allowing them to focus more intensely on the game experience and achieve greater immersion and engagement (Xie et al., 2022). Studies have shown that simplifying user interfaces, increasing system responsiveness, and reducing operational complexity significantly enhance users\u0026apos; immersive experiences in augmented reality applications, fostering users\u0026apos; continued intention to use the technology. Furthermore, the correlation between perceived ease of use and perceived usefulness has been extensively validated in the literature (Amir et al., 2020). For instance, Venkatesh\u0026apos;s research indicated that an intuitive technological system can increase users\u0026apos; intention to use and enhance their overall satisfaction through increased perceived usefulness (Huang \u0026amp; Yen-Ping, 2012). This finding also applies to the AR gaming context, particularly in craftsmanship AR applications. Simplifying user interactions with cultural content reduces cognitive load and enhances learning and cultural experiences. Based on this, the following hypotheses are proposed.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH4:\u0026nbsp;\u003c/strong\u003ePerceived ease of use positively influences perceived usefulness.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH5:\u003c/strong\u003e Perceived ease of use positively influences cognitive load.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.6\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003eThe Impact of Perceived Usefulness\u003c/strong\u003e\u003cstrong\u003e(PU)\u003c/strong\u003e\u003cstrong\u003e, Perceived Ease of Use\u003c/strong\u003e\u003cstrong\u003e(PE)\u003c/strong\u003e\u003cstrong\u003e, and Cognitive Load\u0026nbsp;\u003c/strong\u003e\u003cstrong\u003e(CL)\u003c/strong\u003e\u003cstrong\u003eon User Adoption Intention\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eDavid\u0026apos;s research demonstrates that users\u0026apos; perceived usefulness and ease of use of new technologies significantly enhance their behavioral attitudes and their intention to adopt these technologies \u0026lt;in-text citation required\u0026gt;. In preserving and disseminating intangible cultural heritage, it is crucial to understand users\u0026apos; acceptance of emerging technologies. Wu and Wang (2005) highlighted that perceived usefulness is a core variable in multiple technology acceptance models. It exerts a greater influence on user intention to adopt technology than perceived ease of use. Bazelais et al. (2017) further elaborated on these concepts by arguing that perceived usefulness pertains to efficiency improvements brought by technology and encompasses its potential to enhance user experience. In contrast, perceived ease of use refers to the technology\u0026apos;s capability to simplify operations and reduce complexity. Venkatesh and Davis\u0026rsquo;s (1996) study revealed that perceived usefulness and ease of use influence users\u0026apos; initial adoption decisions and long-term usage and satisfaction. Establishing these variables is crucial for assessing user attitudes toward AR technology. In applying AR to craftsmanship intangible heritage, particular attention should be paid to simplifying interactions and optimizing user interfaces to enhance perceived ease of use, improving user\u0026rsquo;s willingness to adopt and overall satisfaction. As research advances, scholars have increasingly recognized the pivotal role of cognitive load in AR technology, particularly its substantial impact on virtual experiences. Gunaratne et al. (2020) suggested that excessive information and complex operations elevate users\u0026apos; cognitive load. It negatively impacts sustained engagement and satisfaction during complex cultural interactions. Furthermore, Hu et al. (2017) demonstrated that Cognitive Load Theory emphasizes the psychological pressure users encounter during information processing. When cognitive load is reduced, users can better focus on technical operations and experience higher satisfaction. Therefore, in craftsmanship intangible heritage AR games, reducing cognitive load facilitates users\u0026apos; deeper engagement with cultural content. It stimulates their interest in learning and encourages active participation. Cognitive load directly influences user willingness to adopt as a crucial mediating variable and is vital in enhancing users\u0026apos; understanding of and interest in craftsmanship intangible heritage (Chen et al., 2024). Based on this, the following hypotheses are proposed.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH6:\u003c/strong\u003e Perceived usefulness significantly affects users\u0026apos; willingness to use.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH7:\u003c/strong\u003e Perceived ease of use significantly affects users\u0026apos; willingness to use.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eH8:\u003c/strong\u003e Cognitive load significantly affects users\u0026apos; willingness to use.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.4.7 Theoretical Model Integration\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study proposes an integrated model (Figure 5) comprising eight constructs: Immersion, Learning Friendliness, Interactivity, Visual Appeal, Perceived Usefulness, Perceived Ease of Use, Cognitive Load, and Willingness to Use. The study further examines user willingness to adopt AR technology in craftsmanship intangible heritage games by testing 12 associated hypotheses.\u003c/p\u003e"},{"header":"4 Research methodology","content":"\u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Questionnaire design\u003c/h2\u003e \u003cp\u003eThe survey questionnaire primarily comprises two sections: demographic information and research measurement scales. Each variable was measured through multiple indicators, adapted from well-established research scales, and translated into Chinese via back-translation to ensure content validity. Immersion was measured using the Witmer and Singer (1998) scale, which consists of three items to assess user immersion in virtual environments or immersive experiences. Learning friendliness was assessed via the Keller (1987) scale, comprising three items evaluating user understanding and acceptance of learning content. Interactivity was evaluated using the Rodriguez-Ardura and Meseguer-Artola (2016) scale, consisting of three items that assess user interaction with the system or content. Visual appeal was measured using the Lavie and Tractinsky (2004) scale, with three items evaluating user perception of the system's visual aesthetics. Perceived usefulness and ease of use were assessed using the Hans (2004) scale, each consisting of four items. The Hart and Staveland (1988) scale assessed the cognitive load, consisting of four items evaluating user cognitive burden during tasks or experiences. Willingness to use was evaluated using the Hsu and Lin (2015) user intention scale, which included four items. Multiple measurements aim to address single-item measures' limitations and comprehensively capture each dimension's characteristics. All items were evaluated using a five-point Likert scale, as presented in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eScale Variables and Item Setting\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariable\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIndicator\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eIndicator Content\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSources of indicators\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eImmersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWhile experiencing the AR game, I felt as if I was truly there\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e[\u003cspan citationid=\"CR65\" class=\"CitationRef\"\u003e65\u003c/span\u003e]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAfter the experience, I felt I had just experienced a real craftsmanship cultural experience.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe AR game made me feel a strong emotional experience immersed in a cultural scene.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eLearning\u003c/p\u003e \u003cp\u003eFriendliness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe using AR games makes it easier to understand content and helps me better learn about craftsmanship culture.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e[\u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e66\u003c/span\u003e]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe AR game allows me to grasp information related to craftsmanship culture in a short time.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe AR game engagingly presents cultural knowledge, making learning more enjoyable.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eInteractivity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe the AR game provides a rich interactive experience and is highly operable.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e[\u003cspan citationid=\"CR67\" class=\"CitationRef\"\u003e67\u003c/span\u003e]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe the interactive nature of the AR game allows me to freely explore intangible cultural heritage according to my interests.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eInteresting interactions in the AR game have increased my interest in knowledge of craftsmanship culture.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eVisual\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI find the visual effects of the AR game attractive and enjoyable.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e[\u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e68\u003c/span\u003e]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe the AR game recreates cultural scenes with vivid visuals, helping me understand the content better.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe AR game\u0026rsquo;s visual presentation vividly showcases the details of traditional craftsmanship.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eUsefulness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe the AR game helps me enhance my understanding of craftsmanship intangible cultural heritage.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e[69]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe using AR games to display craftsmanship intangible cultural heritage is an effective way to disseminate cultural knowledge.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eDemonstrating craftsmanship through AR games increases the efficiency of my access to cultural information.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe using AR games can effectively enhance my cultural experience.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eEase of Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUsing AR games helps me save time in acquiring information about craftsmanship culture.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e[70]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWhile experiencing craftsmanship AR games, I can easily switch between different scenes.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI feel that during the experience, the AR game system responds quickly without delay.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI find the craftsmanship AR games easy to use, even if I have never used AR.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eCognitive Load\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI believe that experiencing craftsmanship AR games does not require much mental effort.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e[71]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI find the AR game interface clear and intuitive, not causing confusion.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUsing AR games allows me to concentrate fully without being distracted.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eThe amount of information presented during the AR game experience is moderate and meets my comprehension needs.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eWillingness\u003c/p\u003e \u003cp\u003eto Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI hope to continue learning and entertaining with craftsmanship intangible heritage through AR games in the future.\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e[72]\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI am willing to recommend AR games about craftsmanship intangible heritage to others so they can learn about intangible cultural heritage.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI find the amount of information presented during the AR game experience moderate and suitable for my comprehension needs.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eI am willing to participate in more activities related to craftsmanship AR in real-life.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section2\"\u003e \u003ch2\u003e4.2 Questionnaire distribution and retrieval\u003c/h2\u003e \u003cp\u003eThe respondents for this study were exclusively from China. Data were gathered online from users who had thoroughly experienced craftsmanship-related intangible heritage AR games to validate the research hypotheses. The survey was conducted online from October to November 2024. The survey link was distributed to potential respondents through a snowball sampling approach. A screening question identified eligible participants with prior experience using craftsmanship-related intangible heritage AR games: \"Have you ever experienced traditional craftsmanship intangible heritage AR games?\". Collectively, 526 questionnaires were distributed. The responses from users who had not experienced craftsmanship-related intangible heritage AR games were excluded. A total of 412 valid questionnaires were obtained, and after excluding any invalid or duplicate responses, the valid response rate reached 80.9%. The number of valid questionnaires was more than ten times the number of analysis items, meeting the sample size requirements for Structural Equation Modeling (SEM).\u003c/p\u003e \u003cp\u003eThe study employed SPSS 27.0 for descriptive statistical analysis to interpret the general dataset. The demographic information is presented in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e. Among the respondents, females constituted the majority (63.8%), and most of them had an associate degree or higher (78.2%). Users of craftsmanship-related intangible heritage AR games were primarily young individuals (aged 18\u0026ndash;32, comprising 61.4%) who demonstrated an interest in traditional craftsmanship culture or were engaged in related professional studies. Three primary reasons account for this trend: first, these users grew up in the internet era and are well-versed in utilizing digital technology to obtain information; second, given that the survey was primarily conducted online, younger individuals demonstrated greater proficiency and willingness to complete it via digital platforms; finally, mobile internet has largely removed temporal and spatial constraints on accessing and sharing information, rendering the internet a more convenient option compared to traditional methods such as books and documentaries. Consequently, the younger generation represents a critical user group for craftsmanship intangible heritage AR games, and their perspectives should be considered significantly (Jackson \u0026amp; Dennis, 2003).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDetailed Information of Respondents\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVariable\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eltem\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFrequency\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eYour gender\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e149\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e36.2%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFemale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e263\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e63.8%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eYour age\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026le;\u0026thinsp;17 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e66\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e16.0%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e18\u0026ndash;25 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e131\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e31.8%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e26\u0026ndash;32 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e122\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e29.6%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e33\u0026ndash;40 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e58\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e14.1%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;40 years\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e35\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e8.5%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eYour educational level\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHigh school orbelow\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e21.8%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAssociate degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e114\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e27.7%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBachelor's degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e114\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e27.7%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMaster's degree orabove\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e94\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e22.8%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eHave you experienced traditional craftsmanship intangible heritage AR games?\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eYes\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e412\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e80.9%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNo\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e114\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e19.1%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"5 Model Evaluation and Hypothesis Testing","content":"\u003cdiv id=\"Sec18\" class=\"Section2\"\u003e \u003ch2\u003e5.1 Reliability and Validity Assessment\u003c/h2\u003e \u003cp\u003eSPSS 27.0 was used to calculate Cronbach's α for user willingness to use and the 25 measurement items across its seven latent variables. The Cronbach's α was 0.919, indicating excellent internal consistency. Reliability analysis was conducted separately for the measurement items of the eight latent variables, with Cronbach's α values for Immersion, Learning Friendliness, Interactivity, Visual Appeal, Perceived Usefulness, Perceived Ease of Use, Cognitive Load, and Willingness to Use reported as 0.824, 0.818, 0.821, 0.816, 0.852, 0.839, 0.857, and 0.862, respectively\u0026mdash;all exceeding 0.7, demonstrating good reliability for each measurement indicator.\u003c/p\u003e \u003cp\u003eAMOS software was employed to conduct confirmatory factor analysis (CFA) on eight factors and 28 items (see Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e). The results indicated that the Average Variance Extracted (AVE) values for all eight factors exceeded 0.5, and the Composite Reliability (CR) values were above 0.7, demonstrating strong convergent validity for the analyzed data. Furthermore, as shown in Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e, the correlation coefficients among all variables were positive and statistically significant.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eRelationships Between Observed Variables and Latent Variables\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFactor\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMeasurement Item\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCronbachα\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eStd. Estimate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eCR\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eImmersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.824\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.76\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.774\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eLearning\u003c/p\u003e \u003cp\u003eFriendliness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.818\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.776\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.818\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.769\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.779\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eInteractivity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.821\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.727\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.822\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.797\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eVisual\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.816\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.764\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.597\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003e0.816\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.754\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eUsefulness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.852\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.753\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.591\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.852\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.783\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.76\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.778\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eEase of Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.839\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.706\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.569\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.84\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.769\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.79\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.75\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eCognitiveLoad\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.857\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.601\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.857\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.732\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.78\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.787\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eWillingness\u003c/p\u003e \u003cp\u003eto Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.862\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.776\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003e0.863\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.791\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.81\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBI4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.75\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003ePearson Correlation Analysis\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"10\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c10\" colnum=\"10\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNumbr\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFactor\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003e5\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003e6\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003e7\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c10\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eImmersion\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLearning\u003c/p\u003e \u003cp\u003eFriendliness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.177**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eInteractivity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.138**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.162**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVisual\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.196**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.078\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.186**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eUsefulness\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.174**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.124*\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.177**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.209**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePerceived\u003c/p\u003e \u003cp\u003eEase of Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.128**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.167**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.162**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.205**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.267**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCognitiveLoad\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.215**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.175**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.186**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.183**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.190**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.120*\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eWillingness\u003c/p\u003e \u003cp\u003eto Use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.185**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.161**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.139**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.191**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.255**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.251**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.230**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"10\" nameend=\"c10\" namest=\"c1\"\u003e \u003cp\u003e*\u0026nbsp;p\u0026thinsp;\u0026lt;\u0026thinsp;0.05 **\u0026nbsp;p\u0026thinsp;\u0026lt;\u0026thinsp;0.01\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003ch2\u003e5.2 Fit Results and Hypothesis Testing\u003c/h2\u003e \u003cp\u003eA structural equation model (SEM) was applied to fit the 412 survey responses to the theoretical model of user willingness to use craftsmanship-related intangible heritage AR games. AMOS 27.0 was used to evaluate the goodness of fit for the primary indicators. The statistical results indicated that all model fit indices performed satisfactorily (see Table\u0026nbsp;\u003cspan refid=\"Tab6\" class=\"InternalRef\"\u003e6\u003c/span\u003e). For absolute fit indices, CMIN/df was 1.200, which falls within the acceptable range of 1 to 3; the RMSEA was 0.022, below the threshold of 0.05; the GFI was 0.933, exceeding the threshold of 0.8; and the AGFI was 0.919, also above 0.8. Regarding incremental fit indices, NFI was 0.922, exceeding 0.9; CFI was 0.986, above the threshold of 0.8; and IFI was 0.986, also above 0.8. For parsimonious fit indices, PGFI was 0.766, exceeding 0.5. In summary, the hypothesized model proposed in this study exhibited a good fit with the sample data. The standardized parameter estimates for the hypothesized model are presented in Fig.\u0026nbsp;7.\u003c/p\u003e \u003cp\u003eThe fit results of the theoretical model are presented in Table\u0026nbsp;\u003cspan refid=\"Tab7\" class=\"InternalRef\"\u003e7\u003c/span\u003e. In Table\u0026nbsp;\u003cspan refid=\"Tab7\" class=\"InternalRef\"\u003e7\u003c/span\u003e, \"Estimate\" denotes the path coefficient between latent variables, allowing for comparing the relative influences among these variables. The results indicate that the path coefficients of Visual Appeal across all three latent variables are positive and significant (P\u0026thinsp;\u0026lt;\u0026thinsp;0.05), suggesting a meaningful positive effect along these paths. Consequently, the survey findings support research hypotheses H4a, H4b, and H4c. Additionally, the path coefficients of Immersion, Learning Friendliness, Interactivity, and Visual Appeal to Cognitive Load are positive and significant at P\u0026thinsp;\u0026lt;\u0026thinsp;0.05, supporting research hypotheses H1c, H2c, H3c, and H4c. Furthermore, the path coefficients of Immersion, Learning Friendliness, Interactivity, and Perceived Ease of Use to Perceived Usefulness are positive and significant at P\u0026thinsp;\u0026lt;\u0026thinsp;0.05, thus supporting research hypotheses H1a, H2a, H3a, and H4. Finally, the path coefficients of Perceived Usefulness, Perceived Ease of Use, and Cognitive Load to Willingness to Use are positive and highly significant at P\u0026thinsp;\u0026lt;\u0026thinsp;0.001, indicating support for research hypotheses H6, H7, and H8.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab6\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eFit Test Results of Main Indicators\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"9\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIndicator\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"4\" nameend=\"c5\" namest=\"c2\"\u003e \u003cp\u003eAbsolute Fit Indices\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"3\" nameend=\"c8\" namest=\"c6\"\u003e \u003cp\u003eIncremental Fit Indices\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eParsimonious\u003c/p\u003e \u003cp\u003eFit Indices\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eClassification\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCMIN/df\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRMSEA\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eGFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eAGFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eNFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eCFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003eIFI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003ePGFI\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eStandard\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;0.08\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;0.5\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFit Results\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e1.200\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.022\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.933\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.919\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.922\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.986\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.986\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.766\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAdaptability\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eIdeal\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab7\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 7\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eFit Results of the Theoretical Model and Hypothesis Testing\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"9\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colspan=\"4\" nameend=\"c4\" namest=\"c1\"\u003e \u003cp\u003eHypothesis\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eEstimate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eS.E.\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eC.R.\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eConclusion\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1a\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.127\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.05\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.239\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.025\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1b\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.071\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.051\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e1.227\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.22\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eNot Supported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1c\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIM\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCL\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.192\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.059\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.323\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2a\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.055\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.05\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.967\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.333\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eNot Supported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2b\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.154\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.051\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.629\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.009\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2c\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eLF\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCL\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.139\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.059\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.39\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.017\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3a\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.115\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.051\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.018\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.044\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3b\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.129\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.052\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.223\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.026\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3c\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIN\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCL\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.144\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.06\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.49\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH4a\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eVA\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.149\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.051\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e2.535\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.011\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH4b\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e 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\u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.23\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.062\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.759\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCL\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.036\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.07\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.608\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.543\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eNot Supported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.191\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.066\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.25\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.001\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.203\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.068\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.411\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCL\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u0026rarr;\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.204\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.054\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e3.658\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec20\" class=\"Section2\"\u003e \u003ch2\u003e5.3 Results Discussion\u003c/h2\u003e \u003cp\u003eThe results reveal that the primary factors influencing users' willingness to adopt AR technology in craftsmanship intangible heritage games include immersion, learning friendliness, interactivity, visual appeal, perceived ease of use, perceived usefulness, and cognitive load, confirming research hypotheses.\u003c/p\u003e \u003cp\u003eResearch has confirmed that perceived dimensions\u0026mdash;immersion, learning friendliness, interactivity, and visual appeal\u0026mdash;significantly influence users' willingness to engage with craftsmanship intangible heritage AR games. These factors positively enhance users' acceptance of AR games and directly impact the depth of their experience and satisfaction. This aligns with the theories that Ritu et al. (1999) and Sun and Zhang (2006) proposed. These theories integrate individual characteristics into the Technology Acceptance Model (TAM), demonstrate a multi-dimensional analytical approach to user acceptance intentions, and emphasize the significance of personality and psychological factors in technology acceptance. Furthermore, this expands on the research perspective of Tom and Jung that enhancing learning friendliness and other user perception dimensions through innovative design can effectively enhance user satisfaction with craftsmanship intangible heritage AR games. The findings demonstrate that perceived user dimensions are crucial in designing craftsmanship intangible heritage AR games. Users can be provided with a more intuitive and immersive learning experience by integrating learning friendliness with immersion and interactivity, enhancing interactive design, and optimizing visual effects through innovative approaches. This increases AR games\u0026rsquo; attractiveness and effectively stimulates users' willingness to use them, providing strong support for the digital transmission and dissemination of craftsmanship intangible heritage.\u003c/p\u003e \u003cp\u003ePerceived usefulness and perceived ease of use are significant determinants of users' willingness to adopt craftsmanship intangible heritage AR games, consistent with the findings of Davis (1989). Users\u0026rsquo; willingness is enhanced when they perceive that these AR games are easy to operate and that the information is readily accessible. Therefore, enhancing the operational experience and enriching the historical content and educational value in AR game design are essential to meet user needs. However, unlike findings in previous studies, immersion did not significantly influence users' perceived ease of use. This may be attributed to unrealistic scenes in craftsmanship intangible heritage AR games, which hinder users' ability to clearly understand the designer's intent, resulting in cognitive biases that negatively impact the fluidity of the experience. Moreover, the immersive experience is influenced by technical factors, including device performance, network connectivity, and scene loading speed. These factors may disrupt users' engagement with virtual scenes and diminish their perception of the system's ease of use. Particularly during dynamic content presentation and scene transitions, these technical factors may create a disconnect between virtual and real elements, weakening immersion's positive influence on perceived ease of use and further limiting its effectiveness in enhancing users' perception of ease of use.\u003c/p\u003e \u003cp\u003eNotably, cognitive load significantly impacts users' willingness to adopt AR technology in craftsmanship intangible heritage games, aligning with the objectives of this study. This finding further extends the relationships among perceived usefulness, perceived ease of use, and willingness to use within TAM. Moreover, this relationship supports Wang et al. (2010) argument that cognitive load is a crucial factor in assessing user acceptance of information technology, directly influencing user decision-making. This is also consistent with Chen et al.\u0026rsquo;s (2024) findings, which indicate that cognitive load mediates user experiences in AR virtual cultural heritage games. As a key factor in user experience, cognitive load influences the entire process of using craftsmanship intangible heritage AR games. Its level is positively affected by immersion, learning friendliness, interactivity, and visual appeal. When the cognitive load is optimized, users' intrinsic motivation is activated. It enhances their willingness to engage with and understand the content deeply. This cognitive optimization reduces barriers to information processing, alleviates fatigue, and minimizes operational difficulty, enhancing users' willingness to adopt craftsmanship intangible heritage AR games. It also enables users to derive greater satisfaction and cultural identity from their experience.\u003c/p\u003e \u003cp\u003eBased on the results, this study provides targeted recommendations to enhance users' willingness to adopt craftsmanship intangible heritage AR games. These recommendations improve user engagement and satisfaction through optimized experiential design, facilitating the digital preservation and transmission of craftsmanship intangible heritage. At the user perception level, the visual interface design should incorporate colors, patterns, and layouts that align with craftsmanship intangible heritage culture. This approach ensures that rich cultural information is effectively conveyed while preserving craftmanship heritage\u0026rsquo;s artistic appeal and cultural significance. Unlike other forms of intangible heritage, craftsmanship heritage necessitates emphasizing craftsmanship details and artistic style during presentation. Therefore, the design should balance the information density of the interface, enabling users to acquire essential information while experiencing the profound cultural atmosphere and appreciating the craftsmanship inherent in traditional techniques. Furthermore, emphasis should be placed on the authenticity and detailed representation of three-dimensional scenes, particularly in every subtle aspect of the craftsmanship process, enabling users to understand the unique charm of traditional handicrafts. This differs from other forms of intangible heritage as craftsmanship heritage emphasizes practical demonstration techniques. Thus, the intricate and complex nature of the craft should be conveyed through refined design elements and an immersive cultural atmosphere, allowing users to appreciate the craftsmanship's intricacy and cultural significance. Appropriate sound effects and background music should be integrated to enhance the immersive atmosphere, ensuring users' a more cohesive multi-sensory experience. For instance, simulating realistic auditory feedback can effectively replicate each step of the craft production process, enhancing the immersive quality of the experience and providing users with a sense of truly being \"immersed in the craft.\" This approach evokes users' aesthetic appreciation and enhances their sense of immersion and emotional connection with craftsmanship culture, ultimately increasing their interest and willingness to engage with cultural content.\u003c/p\u003e \u003cp\u003eThe design should prioritize a streamlined and intuitive workflow at the operational level, allowing users to experience complex craftsmanship through immersive interaction. Whether beginners or experienced craft enthusiasts, users should be able to begin quickly, thereby minimizing fatigue associated with interaction complexity. Unlike other forms of intangible cultural heritage, such as oral traditions or rituals, craftsmanship intangible heritage is inherently operational and interactive. Therefore, workflow design must focus on presenting and teaching craftsmanship, enabling users to attain a direct and in-depth understanding through hands-on operations and interactions. A personalized customization menu should also be integrated, enabling users to adjust the experience based on their needs and skill levels. It will better accommodate the diverse requirements of both beginners and professionals, ultimately enhancing their willingness to participate. Furthermore, unlike other forms of intangible heritage that primarily rely on storytelling or traditional displays, craftsmanship heritage emphasizes manual techniques\u0026rsquo; intricate details and processes. In AR applications for craftsmanship heritage, users can actively explore specific processes within a digital environment, experience the complexity of manual techniques, and engage with the content on multiple levels, enhancing realism and user satisfaction. This design approach enhances operational convenience and user enjoyment and strengthens the effective transmission of craftsmanship knowledge within a digital environment, providing users with a profound and educational cultural experience. In interface design, adherence to a simple and intuitive learning path is crucial to ensure users can easily access relevant information. Operations should be straightforward, and the interface should remain user-friendly, ensuring that core content is easily comprehensible, particularly when presenting complex craftsmanship processes. Structuring information hierarchically and guiding users step by step reduces the learning threshold for novice users. This approach aligns with the natural learning process of users, reducing cognitive load for beginners and effectively enhancing learning efficiency.\u003c/p\u003e \u003cp\u003eLastly, by exploring the historical and cultural context of craftsmanship intangible heritage and distilling its core cultural essence, digital displays can more effectively recreate the authenticity of traditional craftsmanship. They offer users a multi-dimensional cultural experience fostering profound cultural resonance. The inherently practical nature of craftsmanship intangible heritage necessitates a meticulously designed virtual display to replicate the craftsmanship process authentically. Therefore, digital cultural displays should prioritize the depth and adaptability of content to captivate users and present craftsmanship culture in an authentic and nuanced manner within virtual environments, enhancing its educational and cultural appeal. By incorporating artistic narratives and integrating the historical background and transmission stories, augmented reality technology can seamlessly integrate virtual and real experiences. This enables users to attain an immersive experience and deepen their understanding and emotional connection with the culture. Such profound experiences enhance the effectiveness of transmitting intangible craftsmanship heritage and encourage users to develop lasting interest and identification with these traditional crafts.\u003c/p\u003e \u003c/div\u003e"},{"header":"6 Conclusion","content":"\u003cp\u003eThis study analyzes the relationships among these factors and their cascading effects on users\u0026apos; willingness to use them, offering specific optimization strategies for designing digital cultural heritage platforms. The proposed model and recommendations enhance the attractiveness and promotional effectiveness of intangible heritage AR games and facilitate the digital transformation of traditional craftsmanship heritage. Moreover, they foster deeper cultural identification and emotional fulfillment among users in a digital cultural environment. Ultimately, these research findings will positively support the long-term preservation and promotion of craftsmanship heritage, providing a robust theoretical foundation and practical guidance for developing future digital cultural heritage projects.\u003c/p\u003e\n\u003cp\u003eThis study is limited in examining the dynamic changes in influencing factors. Given that users may have varying experiences and needs during initial and prolonged use, future research should employ longitudinal data analysis to explore changes in user willingness over different usage phases, thereby revealing both the short-term and long-term effects of influencing factors.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eCompeting interests\u003c/strong\u003e\u003cstrong\u003e：\u003c/strong\u003eThe authors declare no competing interests.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData availability\u003c/strong\u003e\u003cstrong\u003e：\u003c/strong\u003eThe datasets generated during and/or analyzed during the current study are available from the corresponding author upon reasonable request.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEthical approval:\u0026nbsp;\u003c/strong\u003eThis study was conducted in full compliance with the institutional research guidelines and the ethical principles outlined in the Declaration of Helsinki. Ethical approval was exempted by the Institutional Review Board (IRB) of the Department of Global Integration, Kangwon National University in November 2024. The exemption was granted based on the following reasons: the research involved unregistered, non-interactive, and non-intrusive methods conducted in public spaces, where no specific individuals could be identified from the information collected; the study posed minimal risk to participants’ privacy, confidentiality, and well-being, with all data handled and stored in compliance with best practices for data protection; and the research did not involve any interventions or manipulations that could potentially harm participants. All participants were aged 18 and over and voluntarily participated, with informed consent obtained through the completion of a questionnaire.\u003c/p\u003e\n\u003cp\u003eInformed Consent Statement:\u0026nbsp;The study was conducted via an online survey from December 9 to December 15, 2024. All participants provided informed consent in written form (via Wen Juan Xing, a Chinese online survey platform) before participating in the study, they were given detailed information about the purpose, procedures, risks, and benefits involved. Consent was considered given when participants chose to proceed with the questionnaire after reading the consent form. Consent was obtained by the research team. All participants were fully informed that their participation was entirely voluntary and that they could discontinue completing the questionnaire at any stage without suffering any negative consequences. Their anonymity would be maintained throughout the process, their personal information would be securely stored, and the data collected would be used solely for research purposes. The study did not involve vulnerable individuals and minors. Each respondent was given the opportunity to enter a raffle for payment after completing the questionnaire.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAcknowledgments\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe authors would like to thank all the participants in this study for their time and willingness to share their experiences and feelings.\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eLSW1.Conceptualization: LSW developed the core idea for the study, integrating the research framework of the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT) to analyze user intentions.2.Data Collection: LSW led the design and distribution of the user perception survey and ensured the quality and completeness of the data collected.3.Writing\u0026mdash;Original Draft: LSW prepared the initial drafts of the manuscript, particularly focusing on the introduction, literature review, and discussion sections.4.Visualization: LSW designed the figures and tables summarizing the results and theoretical model.ZQF and TYH1.Supervision: ZQF and TYH oversaw the research process, provided guidance throughout the study, and ensured alignment with the research objectives.2.Project Administration:ZQF and TYH coordinated all aspects of the project, including collaboration between authors and submission preparation.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAmir, R. 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Representation and Preservation of Heritage Crafts. \u003cem\u003eSustainability\u003c/em\u003e,\u003cem\u003e 12\u003c/em\u003e. https://doi.org/10.3390/su12041461\u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Craftsmanship Intangible Cultural Heritage, Augmented Reality (AR), Technology Acceptance Model (TAM), Cognitive Load Theory (CLT), User Engagement Intention","lastPublishedDoi":"10.21203/rs.3.rs-6104175/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6104175/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eIn the digital era, the preservation and dissemination of craftsmanship-related intangible cultural heritage (ICH) are undergoing profound transformations. The intricate manual processes and cultural transmission characteristics inherent in craftsmanship pose unique challenges and opportunities for digital dissemination. Augmented Reality (AR) technology, with its immersive and interactive features, has emerged as a vital tool for enhancing user experience and promoting cultural dissemination. However, systematic research on users' behavioral intentions and acceptance of AR games centered on craftsmanship ICH remains limited. This study systematically analyzes the key factors influencing users' adoption of AR games for craftsmanship ICH by integrating the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT). User perception data were collected through questionnaires. Structural Equation Modeling (SEM) was employed to analyze the path relationships among factors such as perceived usefulness, ease of use, and cognitive load, thereby validating the hypotheses and quantifying the influence of each factor on user intentions. The findings indicate that immersion, learning friendliness, interactivity, and visual appeal influence users' adoption intentions. Additionally, perceived usefulness, ease of use, and cognitive load significantly shape user intentions. These factors interact in complex ways, collectively influencing users' willingness to adopt AR technology in the craftsmanship ICH context. The significance of this study lies in identifying the core factors affecting users' adoption of AR technology for craftsmanship ICH and proposing user-oriented promotional strategies. These findings enrich the theoretical perspective on the digital dissemination of craftsmanship ICH and provide theoretical support and practical guidance for promoting other digital cultural heritage platforms. It also contributes to the long-term preservation and transmission of intangible cultural heritage.\u003c/p\u003e","manuscriptTitle":"Factors Affecting User Intention to Adopt AR Technology in Craftsmanship Intangible Cultural Heritage Games","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-03-11 16:46:51","doi":"10.21203/rs.3.rs-6104175/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"d21dc06c-0c1c-4fcc-99a3-3d605cb32295","owner":[],"postedDate":"March 11th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":45356792,"name":"Humanities/Cultural and media studies"},{"id":45356793,"name":"Social science/Cultural and media studies"}],"tags":[],"updatedAt":"2025-07-03T10:08:08+00:00","versionOfRecord":[],"versionCreatedAt":"2025-03-11 16:46:51","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6104175","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6104175","identity":"rs-6104175","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}