02239nas a2200289   4500000000100000008004100001653002300042653002800065653002300093653002800116653003400144653002200178653003100200653001300231653002900244653002500273653001600298653002400314100001400338700001700352700002200369245015100391856015100542300001200693490000800705520123600713                                       d10aChinese visual art10aCultural capital theory10acultural practices10aExpectancy-value theory10aIntangible cultural heritages10aModeling approach10aStructural equation models10aStudents10aUndergraduate engagement10aVirtual environments10aVisual Arts10aYounger generations1 aShan Wang1 aRainal Wardi1 aRusmawati Ghazali00aInfluencing factors on undergraduate engagement with Chinese visual arts in the intangible cultural heritage: A structural equation model approach  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-105000679847&doi=10.1016%2fj.aej.2025.03.060&partnerID=40&md5=3b74ba3f7c346d11ded2f4c34b6040a5  a332-3400 v1233 aThis study investigates the factors influencing undergraduate engagement with Chinese visual arts intangible cultural heritage (ICH), focusing on the role of digital engagement. As younger generations show declining interest in traditional cultural practices, this research explores the impact of cultural capital, motivation, and self-determination needs, integrated with modern technologies such as artificial intelligence (AI), virtual reality (VR), and gamification. A structural equation modeling (SEM) approach is used to analyze the direct and indirect influences of these factors on ICH engagement. The findings highlight that cultural capital and motivation significantly affect participation, while digital tools serve as a crucial moderating factor, enhancing access and sustained involvement. The study validates a novel conceptual framework for ICH engagement and suggests strategies for fostering cultural heritage education through digital platforms. The implications extend to educators and policymakers, offering recommendations for curriculum integration, AI-driven tools, and immersive VR experiences to make ICH more accessible and appealing to younger audiences, ensuring its preservation through modern means.