遗产数字服务支付意愿的非对称驱动机制与价值评估

Asymmetric Driving Mechanisms and Value Assessment of Willingness to Pay for Heritage Digital Services

摘要: 研究整合技术接受模型(TAM)与条件价值评估法(CVM)，以黄埔军校为案例，探究文化遗产数字化服务支付意愿的驱动因素。结果表明，媒体丰富度、信息质量和交互性通过感知有用性(PU)和感知易用性(PEOU)显著影响行为意向。关键发现揭示：PEOU对支付意愿具有显著正向影响，而PU则无显著影响。样本平均支付意愿为30.51元/人，年度经济价值约6713万元。研究表明，在数字化服务情境下，PEOU是关键激励因素，PU仅作为基本期望，揭示了TAM在支付情境下的边界条件，为文化遗产数字化服务的经济可持续管理提供了实证依据。

Abstract: This study integrates the Technology Acceptance Model (TAM) with the Contingent Valuation Method (CVM) to investigate drivers of willingness to pay (WTP) for heritage digital services, using the Whampoa Military Academy as a case. Results show that media richness, information quality, and interactivity significantly influence behavioral intention through perceived usefulness (PU) and perceived ease of use (PEOU). Critically, PEOU exerts a significant positive effect on WTP, while PU does not. The average WTP of the sample is 30.51 yuan per person, with an estimated annual economic value of approximately RMB 67.13 million. These findings demonstrate that PEOU serves as a key motivator in the digital service context, whereas PU merely acts as a basic expectation, revealing a boundary condition of TAM in payment settings and providing empirical evidence for the economically sustainable management of heritage digital services.