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

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.