Investigating User Acceptance of Mobile Cultural Applications in China: An Expanded Technology Acceptance Model (TAM)

Despite the growing number of cultural applications (apps), they still face challenges in inefficient cultural dissemination, necessitating user acceptance research. In this article, a conceptual cultural app acceptance model is proposed and tested in China (n = 351), using covariance-based structural equation modeling (CB-SEM). The results show that cultural identity (CI) has a significant impact on the perceived usefulness (PU) and the behavioral intention to use the app (BI). Aesthetics (AE) significantly influences CI, PU and perceived ease of use (PEOU) but does not affect BI. Additionally, PU and PEOU have a weak impact on BI. Demographic analysis found significant differences between different genders when examining CI and AE. There are also significant differences in CI, AE, PU, PEOU and BI with or without using experience-based criteria. Our findings can help to understand users’ needs and preferences for mobile cultural apps and to promote digital culture.