본 연구는 역사문화거리를 중심으로 관광객의 보행 환경에 대한 주관적 지각요인이 환경만족도에 미치는 영향을 융복합적으로 탐구하는 데에서 시작되었다. 본 연구의 목적은 한국과 중국의 역사문화거리를 토대로 보행환경요소를 중심으로 역사문화거리를 방문하는 관광객의 만족도에 대해 얼마나 영향을 미

Against the backdrop of the digital economy, the deep integration of artificial intelligence and Internet of Things technologies has driven the rapid adoption of smart home appliances, providing new pathways for energy conservation, emissions reduction, and sustainable consumption in households. However, the psychological mechanisms underlying the transformation of smart home appliance technology perceptions into sustainable consumption behaviors—particularly the serial mediating roles of perceived value and perceived consumer effectiveness—remain to be thoroughly investigated. Based on the SOR theory, a research model was constructed with perceived usefulness and perceived ease of use as stimulus variables, perceived value and perceived consumer effectiveness as organism variables, and sustainable consumption behavior as the response variable. Empirical analysis was conducted using SmartPLS based on 508 valid questionnaires. The results indicate that the model exhibits good explanatory power (R² = 50.4%), with significant positive relationships among all variables. Among these, perceived usefulness has a positive association with perceived value; perceived value is significantly associated with perceived consumer effectiveness; and perceived consumer effectiveness has a significant direct association with sustainable consumption behavior. Furthermore, perceived value and perceived consumer effectiveness play significant mediating and serial mediating roles. This study reveals the psychological transmission mechanism through which the perceived technology of smart home appliances influences sustainable consumption behavior, expands the application of SOR theory, and provides a theoretical basis and practical guidance for smart home appliance companies to formulate green marketing strategies oriented toward value enhancement and efficacy strengthening.

Cultural heritage preservation is essential to sustainable development, yet fragmentary remains at archaeological sites limit visitors’ understanding of their significance. Augmented reality (AR) can enrich heritage interpretation and visitor experience. However, the psychological pathways linking visitors’ evaluations of the physical environment and AR content to heritage conservation intention remain insufficiently understood. Based on stimulus–organism–response theory, Tangibles and AR content quality are modeled as external stimuli in this study, with experiential authenticity and place attachment as mediators and heritage conservation intention as the outcome. Survey data from 635 visitors who used the Mojiaoshan Pilgrimage Route AR Experience at Liangzhu Ancient City Ruins Park were analyzed using partial least squares structural equation modeling (PLS-SEM). Tangibles and AR content quality were positively associated with experiential authenticity. In the baseline model, Tangibles also showed a weak direct association with place attachment, whereas AR content quality showed no significant direct association with attachment and was related to it mainly through experiential authenticity. Both stimuli showed significant indirect associations with heritage conservation intention through experiential authenticity and place attachment, consistent with the proposed theoretical pathway. Place attachment showed a stronger direct association with heritage conservation intention than experiential authenticity. The hypothesized moderating effect of Tangibles on the relationship between AR content quality and experiential authenticity was nonsignificant. These findings highlight the positive associations of both physical and digital quality evaluations with experiential authenticity, underscoring the roles of experiential authenticity and place attachment in understanding heritage conservation intention. The findings also inform site maintenance and AR content design; whether these associations translate into actual conservation behavior remains to be validated.