## 6 Discussion and Implications  
### Discussion and Conclusions  
Based on this study, it explores how and why AR influences consumer experience and subsequent payment intention by influencing consumer user-perceived factors during the purchase of a cultural heritage product. A design model was developed to analyze and validate the relationship between, for example, user-perceived factors, technology acceptance factors, psychological experience factors, and consumer purchase intention. This is followed by a discussion based on the results of the data analysis. Immersion has a positive influence on both the technological acceptance factors and the psychological experience factor of customers influenced by AR to purchase cultural heritage products. This is similar to [PERSON] and [PERSON]'s [66] findings that immersion and consumer behavioral intention encourage acceptance and adoption of AR-related shopping by creating a positive purchase experience, which in turn increases purchase intention. AR technology breaks the limits of reality, enabling consumers to experience new products in depth and simulate real adventures, which stimulates positive emotional evaluations and increases purchase intent and market value [67]. \begin{table}
\begin{tabular}{c c c c c c c c c} \hline \hline
**Hypothesis** & **Path** & **STD. Estimate** & **S.E.** & **C.R.** & \(p\)**-Value** & **Result** \\ \hline H1a & IM & \(\rightarrow\) & PU & 0.171 & 0.039 & 3.170 & 0.002 & Supported \\ H1b & IM & \(\rightarrow\) & PEU & 0.149 & 0.043 & 2.833 & 0.005 & Supported \\ H1c & IM & \(\rightarrow\) & FE & 0.150 & 0.042 & 2.998 & 0.003 & Supported \\ H2a & IN & \(\rightarrow\) & PU & 0.021 & 0.045 & 0.380 & 0.704 & Not supported \\ H2b & IN & \(\rightarrow\) & PEU & 0.206 & 0.050 & 3.818 & *** & Supported \\ H2c & IN & \(\rightarrow\) & FE & 0.155 & 0.050 & 3.010 & 0.003 & Supported \\ H3a & AQ & \(\rightarrow\) & PU & 0.023 & 0.050 & 0.444 & 0.657 & Not supported \\ H3b & AQ & \(\rightarrow\) & PEU & 0.175 & 0.056 & 3.413 & *** & Supported \\ H3c & AQ & \(\rightarrow\) & FE & 0.135 & 0.055 & 2.752 & 0.006 & Supported \\ H4 & PEU & \(\rightarrow\) & PU & 0.299 & 0.044 & 5.992 & *** & Supported \\ H5 & PEU & \(\rightarrow\) & FE & 0.219 & 0.048 & 4.785 & *** & Supported \\ H6 & PU & \(\rightarrow\) & CPI & 0.121 & 0.053 & 2.520 & 0.012 & Supported \\ H7 & PEU & \(\rightarrow\) & CPI & 0.209 & 0.051 & 4.044 & *** & Supported \\ H8 & FE & \(\rightarrow\) & CPI & 0.183 & 0.044 & 3.897 & *** & Supported \\ \hline \hline \end{tabular} Note: \(***\)\(p\) < 0.001.  
\end{table} 
Table 7: Results of path tests. Interactivity plays a driving role in the perceived ease of use and flow experience of customers buying cultural heritage products influenced by AR, which is consistent with the conclusions of existing studies [68]. Under the effect of AR, interactivity will affect the mental image and then affect the consumer's behavioral intention towards the product. When consumers interact with AR, they can manipulate virtual models of cultural products or explore historical sites in three-dimensional space to achieve personalized learning and exploration and high participation. This process deepens consumers' emotional connection and appreciation of cultural heritage, thus enhancing consumers' purchase intentions of related products. However, interactivity is not a key predictor of perceived usefulness, which may be attributed to AR technology development, and its support system still needs to be improved. Aesthetic quality significantly impacts the perceived ease of use and flow experience of customers buying cultural heritage products under the influence of AR. This is consistent with existing research suggesting the importance of aesthetics as one of the characteristics of AR acceptance and use [8]. Aesthetic issues encompass perception, interpretation, visualization, and reality rather than merely confronting a mechanized environment.