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

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 users' intrinsic technological beliefs (perceived ease of use, perceived enjoyment, and perceived usefulness), ultimately affecting their willingness to use and intention to visit on-site. Notably, immersion had a direct positive effect on perceived usefulness. There is a pressing need to leverage digital and web technologies to cater to the increasingly complex and diverse needs of online visitors, and emphasizing navigational performance in online VR exhibitions is also paramount for enhancing the overall user experience.