02180nas a2200301   4500000000100000008004100001653001000042653002400052653001500076653001500091653001800106653004400124653002700168653002600195653001200221653002200233653002000255653001800275653002900293653002300322653002200345100001000367700001000377700001100387245011300398856015400511520121300665                                       d10aBrand10aCUSTOMER ENGAGEMENT10aE-commerce10aInnovation10aInteractivity10aIntangible cultural heritage handicraft10aPerceived authenticity10aPHYSICAL SURROUNDINGS10aTourism10avalue co-creation10aVIRTUAL-REALITY10aInteractivity10aMobile Augmented Reality10aPurchase intention10avalue co-creation1 aX. Hu1 aN. Au1 aR. Xia00aThe Impact of Mobile Augmented Reality on the Purchase Intention of Intangible Cultural Heritage Handicrafts  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85186239057&doi=10.1080%2f19388160.2024.2312974&partnerID=40&md5=9cadceb161106b9ec5fe1a7e7c86a4ee3 aFaced with decreasing demand for traditional handicraft products and the difficulty of finding inheritors, there is an urgent need to prevent the unfortunate loss of such valuable traditional handicraft skills. The use of mobile augmented reality technology has huge potential to stimulate the purchase intentions of cultural heritage handicrafts by both domestic and overseas tourists, but such a relationship is largely unexplored. This paper uses structural equation modeling and draws on a sample of 378 Chinese to investigate the different aspects of AR technology’s impact in terms of breadth of vividness, information quality, and interactivity on handicraft purchase intention mediated through cultural uniqueness and value co-creation. Based on the stimulus-organism-response theory, the results support all the proposed hypotheses, with the exception of the relationship between information quality and cultural uniqueness. The level of interactivity has the largest and most significant impact on value co-creation and cultural uniqueness. The theoretical and practical implications were discussed, and future research recommendations were provided. © 2024 The Hong Kong Polytechnic University.