02840nas a2200553   4500000000100000000000100001008004100002653001000043653001100053653001100064653003000075653001400105653001400119653000900133653001600142653002100158653003100179653001000210653001600220653001000236653001200246653001300258653002600271653002200297653001900319653001100338653001000349653003000359653001600389653001400405653000900419653001600428653002700444653002400471653001800495653001100513653002100524653001700545653001300562653002200575653001100597653001000608653001600618100001300634700001700647245019200664490000700856520142300863                                       d10aadult10aFemale10aHumans10aInformation dissemination10aIntention10aKnowledge10amale10aMiddle Aged10arural population10aSurveys and Questionnaires10aTrust10aYoung Adult10aadult10aarticle10aBEHAVIOR10acultural anthropology10acultural identity10aDigitalization10aFemale10ahuman10aInformation dissemination10aInheritance10aKnowledge10amale10aMiddle Aged10aopen access publishing10aoutcome expectation10aquestionnaire10areward10arural population10aself concept10astimulus10aTheoretical model10atheory10atrust10ayoung adult1 aBo Zhang1 aYannan Zhang00aExploring knowledge sharing intention of digitalization of rural intangible cultural heritage (DRICH): Integrating stimulus-organism-response (SOR) theory and social exchange theory (SET)0 v203 aIn the digital age, knowledge sharing is gaining increasing significance, but its contribution in promoting the protection and transmission of rural intangible cultural heritage is still not fully appreciated. Based on the stimulus-organism-response (SOR) theory and the social exchange theory (SET), this study developed a theoretical model to understand the knowledge sharing intention in the digitalization of rural intangible heritage (DRICH). We examined the influence of external stimuli (i.e., heritage rewards and heritage image) on organism feedback (i.e., cultural identity, responsibility, trust, and outcome expectation) and knowledge sharing intention. A total of 363 valid samples were obtained by means of questionnaire survey and analyzed by structural equation model. The results show that: (1) Heritage rewards and heritage image, as important external stimuli, have a positive impact on cultural identity; (2) Outcome expectation, trust and responsibility positively influence knowledge sharing intention, among which outcome expectation has the strongest effect; (3) Heritage-related self-efficacy (SE) positively moderates the relationship between cultural identity and responsibility. By exploring the influence mechanism of the sharing intention in DRICH, this study provides an empirical basis for the theory and practice of the protection and inheritance of rural intangible cultural heritage.