AR integrates virtual elements with the real world in real-time to enhance interactivity and vividness, which may influence consumers’ perceptions and payment intentions. This study explores the impact of Augmented Reality (AR) on consumer willingness to pay for cultural heritage products, utilizing the Technology Acceptance Model (TAM) and flow theory. This study analyzes 603 responses (quantitative data) to understand consumer perceptions of AR in the purchasing process of cultural heritage products. The findings reveal that perceived usefulness, ease of use, and flow experience significantly enhance consumer purchase intentions, with ease of use also amplifying the effects of perceived usefulness and flow experience. Additionally, the immersive, interactive, and aesthetic aspects of AR contribute positively to ease of use and flow experiences, with immersion notably impacting perceived usefulness. The results support the research model with robust explanatory power, offering practical insights for employing AR to improve marketability and consumer engagement with cultural heritage products. This paper contributes to the existing literature by bridging the gap in understanding the role of AR in enhancing consumer experiences and financial outcomes in the cultural heritage domain.