02260nas a2200277   4500000000100000008004100001653002400042653002500066653003500091653003500126653002600161653003400187653001900221653001800240653003700258653003200295653003800327653001900365100001400384700001200398700001200410700001600422245014200438856015400580520124800734                                       d10aBehavioral research10aBehaviour intentions10aCultural heritage conservation10aCultural heritage preservation10aHistoric preservation10aIntangible cultural heritages10aResponse model10aSerious games10aStimulus-organism-response model10aTechnology acceptance model10aTechnology acceptance model model10aUser behaviors1 aYiqun Bai1 aShan Wu1 aRen Liu1 aFeiyu Zheng00aUnderstanding Users’ Behavior Intention of Serious Games for Intangible Cultural Heritage Based on the Stimulus-Organism-Response Model  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85194760827&doi=10.1080%2f10447318.2024.2357912&partnerID=40&md5=51bd829fd35d6ee88a256f185875c9063 aIntangible Cultural Heritage (ICH) represents a major component of the global cultural heritage. It is confronted with challenges in its preservation and transmission. Unlike tangible cultural heritage, which has seen extensive research through serious games, ICH has not received similar attention. Despite the prevalent application of serious games in previous research on cultural heritage conservation, the focus has primarily been on ICH. However, their importance has been largely ignored in the scholarly investigation of ICH preservation. We propose a theoretical model that combines the Stimulus-Organism-Response (SOR) framework with the Technology Acceptance Model (TAM), with a survey of 551 gamers utilized for data collection. Our results indicate that the three stimuli of serious games (enjoyment, cultural identity, and aesthetic quality) significantly impact user perceptions. Furthermore, these perceptions (i.e., perceived usefulness, ease of use, entertainment, and empathy) all positively influence user behavioral intentions. This research increases the understanding of user engagement with serious games for ICH and offers valuable insights for designers and stakeholders in the development of these educational tools.