Beyond Information: A Dual-Path Strategy for Sustainable Digital-Cultural-Heritage Management Driven by Affective Experience

Digital cultural-heritage (DCH) platforms are integral to achieving UN SDG Target 11.4, yet their long-term sustainability is compromised by a systemic vulnerability: the rapid decay of user engagement once the initial “novelty effect” fades. To address the theoretical anomaly of the “null effect” regarding value perception found in prior studies, this paper develops a competitive dual-path model to determine whether information-centric or experience-centric strategies effectively foster sustainable continuance intention. Drawing on the stimulus–organism–response (S-O-R) framework, interactivity is modelled as a high-order managerial investment. A quantitative survey of 407 DCH users was analysed using covariance-based structural equation modelling (CB-SEM). The results resolve the strategic dilemma: while interactivity enhances both pathways, a chi-square difference test Δ χ 2 ( 1 ) = 26.207 , p < 0.001) confirms that affective value exerts a significantly stronger impact on cultural identity than epistemic value, supporting the affective primacy hypothesis. Crucially, cultural identity serves as the essential mediator that translates user experience into “emotional stickiness.” By demonstrating that narrative-driven affective engagement is superior to mere information dissemination, this study provides a validated blueprint for virtual–real symbiosis. The findings offer actionable guidance for managers to build digital resilience and safeguard heritage transmission across generations.