Digital Safeguarding and Innovative Dissemination of Intangible Cultural Heritage: The Case of Ruichang Paper-cutting
Description
1. Research Hypotheses Based on an integrated TAM-UTAUT2 framework extended with Information Quality (IQ), Perceived Interactivity (PI), Perceived Value (PV), and Immersion (IM), ten hypotheses were tested. IQ was hypothesised to positively affect PV, Hedonic Motivation (HM), and IM. PI was hypothesised to positively affect HM and IM. PV, HM, IM, Perceived Ease of Use (PEOU), and Facilitating Conditions (FC) were each hypothesised to positively affect Behavioural Intention (BI). 2. Data Collection Two surveys were conducted. The main study targeted Chinese university students, yielding 532 valid responses collected from 9 April to 9 May 2026 via online and field surveys using a five-point Likert scale (1=strongly disagree to 5=strongly agree). A user-testing survey targeted young adults aged 18–35, yielding 134 valid responses collected from 22 to 29 June 2026 after participants experienced the Ruichang paper-cutting HTML5 interactive system. 3. Key Findings Measurement model: All constructs met recommended thresholds. Composite Reliability ranged from 0.820 to 0.869; Average Variance Extracted ranged from 0.604 to 0.653. Discriminant validity was confirmed. Harman's single-factor test showed the first factor explained 47.77% of variance (<50%), and all VIF values were <3.3, indicating no serious common method bias or multicollinearity. Structural model: Nine of ten hypotheses were supported. IQ showed the strongest effect on PV (β=0.732, p<0.001), and significantly affected HM (β=0.444, p<0.001) and IM (β=0.416, p<0.001). PI significantly affected HM (β=0.401, p<0.001) and IM (β=0.419, p<0.001). PV (β=0.261, p<0.001), IM (β=0.227, p<0.001), PEOU (β=0.149, p=0.001), and FC (β=0.203, p<0.001) all significantly predicted BI. However, HM→BI was not significant (β=0.082, p=0.078), so H7 was rejected. The model explained 64.6% of BI variance (R²=0.646), with SRMR=0.076 indicating acceptable fit. The non-significant HM→BI path is a key finding: in digital ICH experiences, hedonic enjoyment alone does not directly translate into continued use intention. User testing: All eight dimensions received positive mean scores (range: 4.58–4.66/5), providing preliminary support for the design strategies derived from the main study. 4. Guidance for Data Use For researchers: Use PLS-SEM results to understand predictor importance. The HM→BI non-significance offers a key insight—emotional enjoyment may be insufficient without cultural value integration. For practitioners: Prioritise information quality. Ensure ease of use and facilitating conditions (e.g., WeChat integration, no installation). Use gamification as a gateway to cultural learning, not as an end itself. Caveats: Data are self-reported; sample is predominantly university students; findings should be tested across other ICH types.