Exploring the Impact of Digital Cultural Heritage Experiences on Generation Z's eWOM Intention

초록

With the ongoing advancement of digital transformation, cultural heritage dissemination is evolving from being physical preservation to being digital perpetuation. Generation Z, as the core force in digital cultural engagement, relies on immersive experiences, social interaction, and identity formation. Using the Palace Museum’s “Cloud Tour of the Palace Museum” as a case study, this research develops a multidimensional UX framework grounded in affordance theory and the S-O-R model to examine how UX shapes eWOM through emotional value and cultural identity. Analysis of 342 survey responses reveals that information and interaction experiences significantly enhance emotional engagement and cultural belonging, while cultural symbol presentation and narrative appeal strengthen cultural identity. This study innovatively applies affordance theory to UX analysis in digital heritage, extends the S-O-R model in digital cultural communication, and provides actionable insights for platform design and sustainable heritage dissemination. © 2026 IGI Global. All rights reserved.

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