## 1 Introduction  
In recent years, technological advancements have enabled the creation of enriched environments that enhance the physical world by integrating real-world objects with virtual ones [1], culminating in the development of Augmented Reality (AR). While various definitions of AR exist, a common element is that it operates interactively, in real-time, vividly, and uniquely within its deployed environment. [PERSON] [2] describes AR as a live view of the natural world supplemented by virtual computer-generated information such as text, images, video, or other interactive media. Similarly, [PERSON] et al. [3] support this description, defining AR as the overlay of virtual objects--like computer-generated images, text, and sound--onto the user's actual environment. Compared to traditional media, AR technology offers a high degree of interactivity and vividness, which provides users with a rich, immersive experience [4]. Brands actively explore and evaluate various AR applications across diverse contexts to identify the most effective environments [5]. By far, the most common use of AR in retail, both in private and public settings, is on smart devices and large interactive screens. Cosmetic companies have introduced AR mirrors that allow customers to experience virtual facial makeup [6]. Pokemon Go's AR digital graphics, which are superimposed onto the real world of gamers through their mobile phone displays, were downloaded over 500 million times in two months [6]. In the cultural heritage sector, integration with AR is more widespread as products are primarily set up for sale in arts and culture-related venue categories. AR on smart devices enables consumers to visualize virtual products within their surroundings or access additional digital content by scanning a product's logo or associated image. Conversely, large interactive screens facilitate the rendering of most physical environments on screen, with virtual elements incorporated into these displays. The motivation behind this study stems from the burgeoning application of Augmented Reality (AR) in the retail sector, particularly within the domain of cultural heritage products. Despite its growing prevalence, the specific dynamics of how AR influences consumer behavior and purchase intentions in this unique context remain underexplored. Although researchers in experience design have posited that well-crafted experiences can enhance customers' willingness to pay [7], the link between design elements of AR and consumer readiness to pay for cultural heritage products warrants additional investigation. In existing research, many studies have focused on tourism-based intangible cultural heritage handicrafts [8; 9], ignoring cultural heritage products that span a much more extensive range of audiences and values. Cultural heritage covers all aspects of a country's history, and its derivatives range from expensive antique artifacts that can be traded to souvenirs from museums and historical sites. This study attempts to fill this gap in the literature through the technology acceptance model (TAM) [10] and flow theory [11]. Specifically, this study examines how and why AR influences consumer experiences and subsequent payment intentions by influencing consumer user-perceived factors when purchasing a cultural heritage product. The results of this study will provide practitioners with meaningful and concrete insights into how AR can be used to enhance the cultural heritage product purchasing experience and improve their financial outlook. In order to fulfill the research objectives of this study, the following specific research questions were addressed:  
**RQ1. **: _How do the unique perceptions of AR technology--immersion, interactivity, and aesthetic quality--influence the perceived usefulness, ease of use, and flow experiences consumers experience when purchasing cultural heritage products?_
**RQ2. **: _How do these experiences influence consumer purchase intent for cultural heritage products when mediated by AR technology?_
**RQ3.