Melting the Psychological Boundary: How Interactive and Sensory Affordance Influence Users’ Adoption of Digital Heritage Service

Abstract

As a result of the post-pandemic situation, enhancing digital heritage services has become one of the key issues for the recovery of tourism. Disruptive innovation in human–computer interaction technology has brought new opportunities for digitalization and intelligent transformation in the contemporary cultural tourism industry. Existing research on the adoption behavior of digital heritage services primarily focuses on users’ assessments of behavior results. There is a considerable gap in research about the interaction and value co-creation between users and digital intelligence services and users’ cognitive construction logic of digital heritage services. Following reciprocal determinism, we propose a conceptual model to deconstruct the detailed transmission path of interactive affordance and sensory affordance to digital heritage adoption. In Study 1, a lab experiment in an AI-assisted smart screen digital heritage service context revealed that interactive affordance and user adoption of digital heritage services were partially mediated by psychological distance. Findings from a between-subject online experiment in Study 2 confirmed that embodied cognition and psychological distance play a parallel intermediary role in the impact of sensory affordance on adoption. In Study 3, a lab experiment in a VR-based digital museum context further verified that information overload moderates the influence of embodied cognition on psychological distance. This research reveals the deep-bounded, rational decision-making logic of digital heritage service adoption and provides significant practical enlightenment for the optimization of the affordance experience.