[Purpose/Significance] In an open access environment, public digital cultural resources of considerable value or effectiveness constitute a potential economic ‘substitution’ with non-public digital cultural resources. Exploring the factors influencing the substitutability of public digital cultural resources provides a reference path for enhancing the attractiveness and irreplaceability of public digital cultural resources. [Method/Process] The original corpus was obtained through the semi-structured interview method, and the interview texts were analyzed using the rooting theory and the push-pull theory to summarize the factors influencing the substitutability of public digital cultural resources and construct the push-pull model. [Result/Conclusion] In the push-pull model: (1) the internal environment shapes the public/non-public digital cultural resource push-pull; (2) the external environment regulates the public/non-public digital cultural resource push-pull; (3) the public digital cultural resource pull and the non-public digital cultural resource push weaken the public digital cultural resource substitutability; (4) the public digital cultural resource push and the non-public digital cultural resource pull reinforce enhance public digital cultural resources substitutability; (5) individual user factors regulate public digital cultural resources substitutability through users’ willingness to use.
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