Applying the Stimulus - Organism - Response framework for exploring use intention - a case study for a digital...

At present, little is known about the behavioral mechanisms underlying "individuals" use of digital cultural and creative products (DCCPs). To fill this research gap, this study investigates the key determinants influencing users' use intention, with a particular focus on how external stimuli affect users' behavioral intentions through their psychological and emotional states. This study adopts the Stimulus-Organism-Response (SOR) model and takes the Forbidden City 365 app as a case to explore the key experiential factors influencing users' use intention of digital cultural and creative products, using Structural Equation Modeling (SEM) as the analytical method. Data were collected through a questionnaire survey, yielding 403 valid responses. Media richness significantly enhances users' perceived cultural value and satisfaction; design aesthetics exerts a significant positive impact on perceived cultural value, satisfaction, and cultural identity; and high culture effectively strengthens satisfaction and cultural identity. Meanwhile, perceived cultural value, satisfaction, and cultural identity, as key mediating mechanisms, all exert significant positive predictive effects on users' use intention. The findings support the proposed theoretical hypotheses. They suggest that the development of DCCPs should emphasize in-depth cultural expression, diversified media presentation, and optimized aesthetic design. Such an approach can achieve the dual goals of effective cultural communication and enhanced user experience.