Exploring user acceptance of online virtual reality exhibition technologies: A case study of Liangzhu Museum.

ABSTRACT: Museums increasingly rely on cutting-edge digital technologies to attract visitors. Understanding the intricate factors influencing user acceptance of these technologies is, however, crucial for their effective use. This study therefore proposes a model, grounded in the technology acceptance model, to investigate user acceptance of online virtual reality (VR) museum exhibitions. Leveraging the online VR exhibition at Liangzhu Museum as a case study, data were collected from 313 participants and analyzed using partial least squares structural equation modeling (PLS-SEM) with Smart PLS. Semi-structured interviews with 15 individuals were conducted to complement the quantitative findings. The results reveal that factors such as interactivity, immersion, and presence positively influenced user

SUBMITTER: Li J 

PROVIDER: S-EPMC11293688 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature