The purpose of this study is to investigate factors, which explain the behavioural intention of the use of a new audio-visual cultural heritage archive service. An online survey in combination with a factorial survey is utilised to investigate the predictable strength of technological, individual and contextual constructs. The case used to validate this model is that of a not-yet-existing audio-visual archive service. Based on data collected from the survey (N = 1939), it is confirmed that payment and interpersonal influence the intention to adopt a new service thus partially supporting our three-dimensional model (i.e. technology, individual and context). The study contributes to the field of adoption research by studying a new service rather than an existing one. Subsequently, a vignette study is adopted. Moreover, the field of audio-visual archives is introduced in user research, which is considered novel. Pioneering on the unlocking of audio-visual archive this research seeks answers in the user needs and determinants for services upon these archives. Furthermore, the practical and scientific implications are discussed.