探索AR存在和个人规范对博物馆参观者亲环境行为意图的影响
Ling Zhang1, Yangyan Yin1, Lexin Liu1
1School of Culture Tourism, Guangdong University of Finance & Economics, Guangzhou, 510320, People's Republic of China.
Scientific reports
|July 15, 2025
概括
博物馆中的增强现实 (AR) 通过加强个人规范和鼓励亲环保意图来影响参观者的行为. 这项技术提高了对后果的认识,促进了责任和指导行动.
科学领域:
- 旅游管理 旅游管理
- 环境心理学 环境心理学
- 人与计算机的交互
背景情况:
- 关于AR/VR技术,个人规范和博物馆参观者行为之间的联系的有限研究.
- 现有的研究往往侧重于访客体验和利益相关者的观点.
研究的目的:
- 调查增强现实 (AR) 技术对博物馆参观者的个人规范和亲环境行为意图的影响.
- 整合规范激活理论 (NAT) 和刺激-有机体-反应 (SOR) 范式来解释这些关系.
- 提出和测试一种新的理论模型,以了解技术对文化环境中的环保行为的影响.
主要方法:
- 使用广东博物馆海洋动物分支AR项目的401个有效问卷访问者的定量研究.
- 验证因素分析 (CFA) 用于有效性测试.
- 结构方程建模 (SEM) 用于假设测试.
主要成果:
- 对后果的意识通过归因责任对个人规范产生积极影响.
- 个人规范直接和积极地影响亲环境行为意图.
- 态度也积极影响亲环保的行为意图.
结论:
- 个人规范是AR技术暴露和亲环境行为之间的关键调解者.
- 这项研究证实并扩展了因果链:对后果的意识 → 归因责任 → 个人规范 → 行为意图.
- 增强现实技术可以提高对后果的认识,影响态度和亲环境行动,为博物馆提供实用见解.
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