| A digital museum is generally regarded as a museum that digitally expresses the collection,display,research,education,entertainment and other functions of a physical museum.With the advent of the digital age,digital museums rely on intelligent platforms to create offline intelligent scenarios and carry out intelligent transformation.The application of new media technology has promoted digital museums to enter the public eye,making tourists feel immersive and immersive.From the perspective of experience economy,consumer demand is more diversified and personalized,and more emphasis is placed on self-pursuit,and experience will also affect consumers’ willingness to purchase.Therefore,it is particularly important to enhance the immersion of tourists and enhance the tourist experience.However,the current digital museum experience research is still in its infancy,the depth is not enough,and there are few relevant quantitative studies.Therefore,this study mainly takes the online platform of the digital museum as the research object,and explores the pre-influencing factors of tourists’ immersive experience in the digital museum platform and the influence on the subsequent purchase intention.Based on the PAT model(Person-Artifact-Task Model),the antecedents of immersive experience and the impact of immersive experience on satisfaction and purchase intention are discussed through three aspects: tourists’ own dimension,platform dimension and task dimension.Among them,the tourist dimension is divided into two latent variables of skill level and perceived control,the platform dimension is divided into two latent variables of perceived usefulness and perceived ease of use according to the Technology Acceptance Model(TAM),and the task dimension is divided into clear goals and challenge two latent variables to establish a theoretical model.Secondly,put forward hypotheses,and obtain random samples through questionnaires,and carry out empirical analysis and verification on the put forward hypotheses.The research data was mainly obtained through questionnaires and released online and offline.After excluding invalid data,a total of 413 valid data were obtained.The empirical analysis results show that tourists’ perceived control,platform’s perceived ease of use,clear visit goals,appropriate challenges and human-computer interaction have a positive impact on immersive experience;immersive experience can directly have a positive impact on tourists’ satisfaction and purchase intention,and can also indirectly affect purchase intention through satisfaction,and satisfaction plays a partial mediating role;satisfaction can positively affect purchase intention.According to the results of the empirical analysis,management enlightenment is put forward for the operators of digital museum platform from the four aspects of user experience,technology application,resource integration and interaction design,so as to strengthen the immersive experience and purchase intention of tourists.This research enriches the experience research of digital museums,and also provides some reference for the actual development of digital museums. |
