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Augmented Reality (AR) technology has improved the dissemination of cultural heritage. The existing research predominantly focuses on technical presentation and user experience. However, the underlying mechanisms driving user adoption remain underexplored, especially in craftsmanship-related intangible cultural heritage (ICH) AR games. Specifically, there is a notable gap in the theoretical modeling of the relationship between perceptual factors and cognitive processing pathways. This study integrates the Technology Acceptance Model (TAM) and Cognitive Load Theory (CLT) and develops a conceptual framework linking perceived dimensions, cognitive load, and behavioral intention. The model incorporates four key perceptual constructs—immersion, visual appeal, interactivity, and learning friendliness—and investigates their influence on user adoption behavior. Empirical data were collected from 412 valid questionnaire responses, supplemented by 12 in-depth semi-structured interviews with experienced users. Structural Equation Modeling (SEM) was used to validate the model and test the hypotheses. The results indicate that perceived ease of use and usefulness significantly affect users’ intention to adopt. At the same time, visual appeal and interactivity indirectly influence behavioral intention through reductions in cognitive load and function as a partial mediator. This study contributes to the theoretical extension of TAM and CLT in multi-sensory cultural experience environments and provides actionable design strategies for interface aesthetics, interactive logic, and content structuring in craftsmanship ICH AR games. It supports the effective dissemination and sustainable transmission of intangible cultural heritage in the digital era.
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