## 6 Discussion and Implications
### Discussion and Conclusions
These aesthetic features are particularly significant because virtual content should seamlessly blend with the natural environment. AR presents real-world locations where cultural heritage products are sold as visual images and illusions, enhancing the shopping experience aesthetically. Relatively and inconsistent with other studies in the area of AR influencing cultural heritage consumption, aesthetic quality does not significantly affect perceived usefulness. In a study on technology acceptance factors on customers' intention to purchase cultural heritage products influenced by AR, consistent with research in the field of cultural consumption, PU had a significant effect on AR attitudes, while perceived ease of use predicted perceived usefulness and AR attitude [69]. In other words, perceived usefulness and ease of AR are determinants of AR acceptance and purchase intention among customers who purchase cultural heritage products. This study confirms that AR is an important tool for guiding consumer behavior. Emphasize the importance of cognitive usefulness and ease of use in using AR. Also, perceived ease of use significantly affected flow experience, which is consistent with the theory proposed by [PERSON] and [PERSON] [70] that the flow experience is related to the willingness to use the system. It is confirmed that flow experience is related to exploratory behavior and positive subjective experience in customers' AR-influenced purchase of cultural heritage products. In examining the impact of psychological experience factors on customers' intentions to purchase cultural heritage products influenced by AR, this study aligns with previous research in both offline and online environments [16; 36]. The findings suggest that the flow experience is a crucial prerequisite for purchase intention. This means consumers of cultural heritage products influenced by the AR state of flow experience will show stronger purchase intentions. Despite the varying attribution of perceived factors of AR technology across different consumer domains [21], the AR features of immersion, interactivity, and aesthetic quality collectively create a flow experience. This flow experience significantly influences consumer acceptance and information utility, ultimately enhancing the consumer's intention to shop using AR. In summary, this study reached the following conclusions. In this study of the influence of AR on consumer purchase intention of cultural heritage products, perceived usefulness, perceived ease of use, and flow experience played a positive influence, and perceived ease of use is a significant predictor of the influence of perceived usefulness and flow experience. Meanwhile, the influence of immersion, interactivity, and aesthetic quality on perceived ease of use and flow experience, respectively, was confirmed. However, it should be mentioned that only immersion among user-perceived factors has a driving effect on perceived usefulness. The results validate the proposed model, demonstrating acceptable fit measures and robust explanatory power. This study demonstrates the strategic utilization of AR to enhance the shopping experience for cultural heritage products. By employing AR, retailers can offer customers immersive and interactive experiences that not only engage them but also facilitate a more intuitive and informative shopping process. Theoretically, this research contributes to the existing literature by applying the Technology Acceptance Model (TAM) and the flow theory within the context of Augmented Reality (AR), an underexplored area in the field of retail. This study extends the understanding of these models by demonstrating how AR-specific features (immersion, interactivity, and aesthetic quality) influence consumer acceptance and behavior. The findings indicate the necessity for modifications to the Technology Acceptance Model (TAM) in the context of emerging technologies such as AR.