Exploring the Key Factors Influencing the Plays’ Continuous Intention of Ancient Architectural Cultural Heritage Serious Games: An SEM–ANN–NCA Approach

Abstract

Serious games (SGs) have been widely employed in the digital preservation and transmission of architectural heritage. However, the key determinants and underlying mechanisms driving users’ continuance intentions toward ancient-architecture cultural heritage serious games (CH-SGs) have not been thoroughly investigated. Accordingly, a conceptual model grounded in the stimulus–organism–response (S–O–R) framework was developed to elucidate the affective and behavioral effects experienced by CH-SG users. Partial least squares structural equation modeling (PLS-SEM) and artificial neural networks (ANNs) were employed to capture both the linear and nonlinear relationships among model constructs. By integrating sufficiency logic (PLS-SEM) and necessity logic (necessary condition analysis, NCA), “must-have” and “should-have” factors were identified. Empirical results indicate that cultural authenticity, knowledge acquisition, perceived enjoyment, and design aesthetics each exert a positive influence—of varying magnitude—on perceived value, cultural identification, and perceived pleasure, thereby shaping users’ continuance intentions. Moreover, cultural authenticity and perceived enjoyment were found to be necessary and sufficient conditions, respectively, for enhancing perceived pleasure and perceived value, which in turn indirectly bolster CH-SG users’ sustained use intentions. By creating an immersive, narratively rich, and engaging cognitive experience, CH-SGs set against ancient architectural backdrops not only stimulate users’ willingness to visit and protect heritage sites but also provide designers and developers with critical insights for optimizing future CH-SG design, development, and dissemination.