Mediating cultural identity and traditional design preferences in the acceptance of contemporary expressions within intangible cultural heritage

In the context of weakened transmission and limited adaptation of contemporary expressions of Intangible Cultural Heritage (ICH), understanding how cultural memory shapes public perception and acceptance of ICH is increasingly important. This study, grounded in cultural memory theory, aims to examine the influence of cultural memory on the acceptance of contemporary ICH expressions, with cultural identity and traditional design preferences serving as mediating mechanisms. To achieve this, a self-developed cultural memory scale was constructed, and primary data were collected through a case study. The structural relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the effect of cultural memory on contemporary expression acceptance is fully mediated, operating indirectly through cultural identity and traditional design preferences, with cultural identity serving as the primary mediator, thus highlighting a hierarchical process from memory cognition to emotional identification and finally to behavioral acceptance. By conceptualizing cultural memory both as a theoretical lens and as a measurable variable, this study not only validates the structural model linking cultural memory to contemporary acceptance but also advances theoretical understanding in the field. The results offer practical implications for the preservation, design innovation, and sustainable development of ICH, providing valuable guidance for both researchers and practitioners.