Unveiling the influence: multiple superposition attributes of museum digital technology on visitors’ online engagement behavior

Abstract

This study investigates how multiple superposition attributes of museum digital technology – perceived usefulness, ease of use, and entertainment – affect visitors’ online engagement behavior. We find that perceived entertainment is the most critical factor, with emotional arousal and memorable experiences serving as key mediators and emotionality enhancing these effects. By integrating various digital technology attributes, our research demonstrates a more effective approach to enhancing online engagement than traditional single-attribute models. This exploration broadens the application of the Technology Acceptance Model (TAM) within museum contexts, highlighting the significant role of diverse technological experiences in fostering deeper visitor interaction and promoting cultural engagement. As museums increasingly embrace digital transformation, understanding these dynamics becomes crucial for driving visitor loyalty, adaptive behavior, and value co-creation. Our findings underscore the importance of emotional arousal, memorable experiences, and emotionality in the digital museum experience, offering valuable insights for museum development and the creative evolution of traditional culture.

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