中国文化遗产数字化背景下使用者技术接受度研究 -基于UTAUT模型实证分析- = User Technology Acceptance in the Context of Cultural Heritage Digitization -An Empirical Analysis Based on the UTAUT Model-

다국어 초록 (Multilingual Abstract)

本文以中国文化遗产数字化技术为研究背景, 基于UTAUT理论构建出中国文化遗产数 字化技术接受度研究模型, 对影响使用者技术接受度的相关因素进行了实证探讨。并将使用 者对技术的使用经验与自愿性作为调节变量, 进一步探索了使用者内在因素对技术接受度的 影响。采用结构方程模型(SEM)和Process对研究假设进行了验证。结果表明, 绩效期望、努 力期望、社会影响和促成条件均与行为意向存在显著的正向关系。特别是数字化技术与文 化遗产相融合所带来的空间临场感以及人工智能的帮助性因素, 同样显著促进了使用者的行 为意向。此外, 促成条件对使用态度的影响路径也表现出显著的正向关系。通过调节效应分 析发现, 使用者的使用经验显著影响了促成条件对行为意图及使用态度的路径关系, 自愿性 显著影响了促成条件对行为意图的路径关系, 皆呈现出正向的促进作用。整体来看, 使用者 能够对文化遗产数字化技术产生较高的技术接受度。并且通过提高使用者的使用经验和自 愿性, 能够进一步提升使用者在促成条件方面对技术的使用意向和态度。

다국어 초록 (Multilingual Abstract)

This paper, set against the backdrop of cultural heritage digitization technologies, constructs a model for studying user acceptance of these technologies based on the UTAUT theory. It empirically explores the factors influencing user technology acceptance. Internal user factors, such as usage experience and voluntariness, are included as moderating variables to further investigate how different user characteristics impact their technology acceptance. Structural Equation Modeling (SEM) and Process were used to test the influence paths and moderating effects. The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions all have a significant positive relationship with behavioral intention. In particular, the integration of digital technologies with cultural heritage, which brings a sense of spatial presence, and the helpfulness of artificial intelligence, significantly enhance users’ behavioral intentions. Additionally, the effect of facilitating conditions on usage attitude shows a significant positive relationship.
Moderating effect analysis reveals that user experience significantly influences the relationship between facilitating conditions and behavioral intention as well as usage attitude. Voluntariness significantly impacts the relationship between facilitating conditions and behavioral intention, showing a positive promoting effect. Overall, users demonstrate a high level of technology acceptance toward cultural heritage digitization, and by improving users’ experience and voluntariness, their intention and attitude toward technology use under facilitating conditions can be further enhanced.