The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention

Qing Liu and Chonlavit Sutunyarak ()
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Qing Liu: Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand
Chonlavit Sutunyarak: Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand

Sustainability, 2024, vol. 16, issue 22, 1-17

Abstract: Museums are precious carriers of human civilization and history as well as important places for cultural inheritance and education. However, with the rapid development of science and technology, museums are now facing the challenge of enhancing visitors’ experiences. The use of immersive technology in museums can blur the real and virtual worlds to offer visitors a unique experience. Based on the TAM and flow theory, this study analyzes the influence of immersion technology in museums on visitors’ behavioral intention. The results of the study show that, according to the TAM, the perceived usefulness and ease of use of immersive technologies in museums affect visitors’ attitudes and satisfaction. Similarly, perceived enjoyment and concentration, as described in the flow theory, also influence these attitudes and satisfaction levels. Additionally, visitors’ attitudes and satisfaction with immersive technologies impact their behavioral intentions. The findings are instructive for museums to enhance visitor experience and promote sustainable museum development.

Keywords: TAM; museums; immersive technology; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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