创新抵抗理论视角下文化遗产AR体验的用户抵制意愿研究

创新抵抗理论视角下文化遗产AR体验的用户抵制意愿研究

User Resistance Intention in Cultural Heritage AR Experiences from anInnovation Resistance Theory Perspective

作者：张怡南 孔悦(1.澳门科技大学 商学院，澳门 999078;2.甘肃政法大学文学与新闻传播学院，甘肃兰州，730070)

摘 要：增强现实(AR)技术在文化遗产领域的应用日益普及，但用户抵制现象成为制约其推广的关键障碍。现有研究虽关注技术接受的前因，却对用户为何抵制文化遗产AR体验的心理机制探讨不足。本研究基于创新抵抗理论(IRT)，引入文化遗产心理意象流畅性(HMIF)作为中介变量、技术自我效能(TSE)作为调节变量，构建了文化遗产AR体验中用户抵制意愿的形成机制模型。通过对312名有过文化遗产AR体验的用户进行问卷调查，采用PLS-SEM进行数据分析。结果表明:(1)功能障碍(-0.312,p<0.001)、心理障碍(B-0.298,p<0.001)与传统障碍(B=0.245,p<0.01)均显著正向影响用户抵制意愿:(2)HMIF在功能障碍和心理障碍与抵制意愿间起部分中介作用，在传统障碍与抵制意愿间起完全中介作用;(3)TSE正向调节功能障碍与HMIF的关系(-0.156,p<0.01)，正向调节心理障碍与HMIF的关系(β=0.134,p<0.01)，但对传统障碍的调节作用不显著。本研究揭示了“障碍心理意象受阻抵制形成”的微观心理机制，拓展了创新抵抗理论在文化遗产AR情境中的应用边界，为文化遗产机构优化AR体验设计、降低用户抵制提供了差异化策略指导。

关键词：增强现实;文化遗产;创新抵抗理论;心理意象流畅性;技术自我效能

Abstract:Augmented Reality (AR) technology is increasingly used in cultural heritage sites, yetuser resistance has become a critical barrier to its widespread adoption. While existing research has focused on the antecedents of technology acceptance, limited attention has been paid to thepsychological mechanisms underlying why users resist AR experiences in cultural heritagecontexts. Drawing on Innovation Resistance Theory (IRT), this study develops an integratedmodel to explain user resistance intention in cultural heritage AR experiences, introducingHeritage Mental Imagery Fluency (HMIF) as a mediator and Technology Self-Efficacy (TSE) asa moderator. Survey data were collected from 312 users with prior cultural heritage ARexperience and analyzed using PLS-SEM. The results reveal that: (1) functional barriers (B=0.312,p<0.001), psychological barriers (B-0.298, p<0.001), and tradition barriers (B-0.245, p<0.01) allsignificantly and positively affect user resistance intention; (2) HMIF partially mediates therelationships between functional/psychological barriers and resistance intention, and fullymediates the relationship between tradition barrier and resistance intention; (3) TSE positivelymoderates the relationships between functional barrier and HMIF (B-0.156, p<0.01) and betweenpsychological barrier and HMIF (B-0.134, p<0.01), but its moderating effect on tradition barrieris not significant. This study unveils the micro-level psychological mechanism of "barriers -hindered mental imagery - resistance formation," extending the application of IRT to thecultural heritage AR context. The findings provide differentiated strategic guidance for culturalheritage institutions to optimize AR experience design and reduce user resistance.

Keywords:Keywords: augmented reality; cultural heritage; innovation resistance theory; mental imageryfluency; technology self-efficacy

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