Influencing factors on undergraduate engagement with Chinese visual arts in the intangible cultural heritage: A structural equation model approach

This 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.