Explaining Peking Opera Audiences’ Continuance Intention on Kuaishou: An Integrated UTAUT2–SOR Conceptual Model

HRMARS - Short-video platforms can widen access to intangible cultural heritage, but platform adoption alone does not explain why audiences continue engaging with culturally specialised content. This conceptual paper develops a parsimonious model of Peking Opera audiences’ continuance intention on Kuaishou by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the Stimulus–Organism–Response (SOR) framework and information-systems continuance research. The model reorganises ten context-relevant antecedents into five stimulus domains: functional affordances, content curation, social embeddedness, experiential value and cultural resonance. These stimuli shape two organism states—attitude towards watching Peking Opera on Kuaishou and satisfaction with the accumulated viewing experience—which subsequently influence continuance intention. Attitude is also proposed to contribute to satisfaction, while both states transmit the effects of external stimuli to continued use. The model excludes price value because the focal content is generally accessed without a direct usage charge, treats habit and demographic characteristics as boundary conditions rather than multiplying the core paths, and separates continuance intention from recommendation intention. Nine proposition families replace an earlier over-specified set of direct and mediating hypotheses. The paper contributes a sociotechnical-cultural account of digital heritage engagement, clarifies the complementary roles of UTAUT2 and SOR, and provides an empirically testable framework for platform designers, cultural organisations, performers and heritage educators.