User Resistance Intention in Cultural Heritage AR Experiences from an
Innovation Resistance Theory Perspective
ZHANG Yinan KONG Yue
(1.Faculty of Business, Macau University of Science and Technology, Macau, 999078;
2.School of Literature and Journalism, Gansu University of Political Science and Law, Lanzhou, Gansu,730070）
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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