02141nas a2200241   4500000000100000000000100001008004100002260000800043653003100051653002600082653002100108653001700129653003300146100001100179700001300190700001800203245009200221856015300313300001200466490000700478520139400485022002001879       2019                            d  cdec10aAnalytic hierarchy process10aDigital communication10aEvaluation model10aIndex system10aIntangible cultural heritage1 aKe Xue1 aYifei Li1 aXiaoxiao Meng00aAn evaluation model to assess the communication effects of intangible cultural heritage  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85067661647&doi=10.1016%2fj.culher.2019.05.021&partnerID=40&md5=101c66faee75dbe25672a30d10c1d7a7  a124-1320 v403 aIntangible cultural heritage is confronted with the communication dilemma of a narrow audience and a lack of inheritor. With the development of digital technologies, the use of digital communication methods to reduce the communication gap has become a vital approach. Therefore, the process of changing the current conventional communication of intangible cultural heritage and improving the presentation of traditional treasures to the public, combined with digital communication technologies, has become the focus of the academic field. Based on the technology acceptance model and the attention-interest-desire-memory-action audience response model, this paper defines three layers of key factors that influence the digital communication effects of intangible cultural heritage and their respective weights. In-depth interviews with 50 experienced experts from six major areas related to this research are conducted with the assistance of the Delphi method. A theoretical evaluation model of the digital communication effects of intangible cultural heritage is constructed using the analytic hierarchy process. Through its findings, this research expects to provide academic references and operative guidelines for the practical application of digital communication technologies in cultural communication and to aid in the communication and safeguarding of intangible cultural heritage.  a12962074 (ISSN)