The work aims to construct a model of users' intention to use cultural heritage AR, so as to explore the main factors that influence users in using cultural heritage AR products. Based on the technology acceptance model and the flow theory, three user perception factors, namely presence, interactivity and aesthetic quality, were introduced as external variables through the qualitative research method of grounded theory to construct a theoretical model of users' intention to use cultural heritage AR and explore the mapping relationship between the relevant factors and users' using intention. A scale was designed and empirically tested based on the theoretical model. Aesthetic quality, presence and interactivity in cultural heritage AR were important indicators to measure the users' using intention. Moreover, users' perception of usefulness, ease of use and flow experience in cultural heritage AR positively affects their intention to use the system. The relevance degree of flow experience, aesthetic quality, perceived ease of use, perceived usefulness, interactivity, and presence affects users' intention to use cultural heritage AR in a descending order, which is the key to improve users' intention to use cultural heritage AR, and provides guidelines for research on design innovation in cultural heritage AR.