Abstract
In recent years, the application of augmented reality digital technology in brands has transformed the way consumers interact with brands. This study focuses on the impact of augmented reality (AR) technology on consumption behavior and brand communication related to intangible cultural heritage products, integrating the TAM and UTAUT2 theories to construct a research model. This study employed a time-location sampling method, utilizing SPSS and AMOS software for data analysis based on valid questionnaires completed by 305 AR-experiencing consumers in Changsha City, Hunan Province. Results indicate that the presence and novelty of AR technology significantly and positively influence consumers' attitudes toward using AR technology, which in turn affects their purchase intent, social media sharing behavior, and brand attitudes. The study confirms that emotional factors and consumer perceptions play a guiding and decisive role in the new consumption reality enabled by AR technology. These research findings have practical significance and value for ICH brand building and AR marketing, demonstrating that AR is an effective means to enhance the visibility and influence of the ICH brand. They inject new vitality into promoting more sustainable ICH protection and popularization, as well as the development of the digital creative industry.