Immersive Cultural Heritage: Exploring Users' Attitudes and Behavioral Intentions Towards the Dunhuang Digital Museum

Yutong Chen and Xinyi Chen

International Business Research, 2025, vol. 17, issue 5, 1

Abstract: The advent of augmented reality, virtual reality and artificial intelligence technologies and its innovative applications has revolutionized the museum landscape, ushering in a new era that sharply diverges from the past. Although digital museums have attracted the attention of scholars, the relevant research is still insufficient. The study formulates a comprehensive theoretical model based on technology acceptance model, presenting 13 hypotheses that impact users' sustained intent towards digital museums. Using SPSS 26.0 software, this study employed structural equation modeling to analyze the data collected from 382 visitors of the Dunhuang Digital Museum and validate the hypotheses. Results showed that relative advantage, self-efficacy and media richness influence users' attitudes and thus behavioral intentions through perceived ease of use; relative advantage and technostress influence users' attitudes and thus behavioral intentions through perceived usefulness; social mimetism and digital experience not only influence behavioral intentions by influencing attitudes, but also have a direct impact on behavioral intentions. The findings contribute to the enrichment of academic theories and offer professionals a valuable reference for enhancing user experience services in digital museums.

Date: 2025
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