The Impact of Technological Applications on Consumer Satisfaction from the Perspective of Cultural Heritage Revitalization

Abstract

With the rise of the “museum boom” and “intangible cultural heritage (ICH) boom,” alongside the advancement of cultural heritage revitalization strategies, technologies such as digital media, new media, and virtual reality have become core tools for revitalizing rural cultural heritage. Meanwhile, consumer demand has shifted from basic sightseeing toward immersive cultural experiences. Drawing on the Stimulus–Organism–Response (S-O-R) theory, Self-Determination Theory, and Perceived Value Theory, this study constructs a theoretical framework of “technological application–cultural identity–consumer satisfaction.” Using four villages, including Yancun in Quzhou, Zhejiang Province, as case sites, and analyzing 396 valid questionnaires, this study examines the internal mechanisms through which technological applications influence consumer satisfaction. The results indicate that: (1) technological application has a significant positive effect on consumer satisfaction, with cultural identity playing a fully mediating role; and (2) the mediating effects of different dimensions of cultural identity vary, with social value and competence needs exerting the strongest mediating effects, while relatedness needs show the weakest. This study clarifies the functional mechanisms of technological applications in cultural heritage revitalization and provides practical guidance for precise technology selection and experience design in the integration of rural culture and tourism, thereby contributing to rural revitalization. Keywords Cultural heritage revitalization; technological application; consumer satisfaction; cultural identity; S-O-R theory; rural culture–tourism integration 166-185 The Impact of Technological Applications on Consumer Satisfaction from the Perspective of Cultural Heritage Revitalization 下载 Pages: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Share this: Share on X (Opens in new window) X Share on Facebook (Opens in new window) Facebook Like Loading…