<p>Visitors’ expectations of museums in the modern world
consist of both utilitarian and hedonic aspects. Given visitors’ diverse expectations
and demands, traditional museums have taken actions to attract more visitors.
Taking advantage of new technologies is the current action and trend in the
museum industry. The emergence of digital museums is the reflection of this
tendency, which use digital technologies such as projectors, surrounded sound,
ambient lights, and multisensory cues to present a virtual environment. In the
virtual environment, emotional state and sense of presence are considered to be
useful to provide a more engaging experience. Therefore, this research
empirically investigated digital museum visitor experience perceptions and the
influence of emotional state and sense of presence on experience perceptions.
The different impact of multisensory cues on experience and the relative mediation
effect were also examined.</p>
<p>Data were collected with a scenario-based online survey
conducted through Amazon Mechanical Turk (MTurk). A split-sample approach with a
total of 382 respondents was used for analysis. Exploratory factor analysis and
confirmatory factor analysis were used to explore visitor experience perceptions
of the digital museum. Structural equation modeling was used to discover the
impact of emotional state and sense of presence. One-way analysis of variance
was used to compare the difference in impact of multisensory cues on overall visitor
experience. This research also employed the PROCESS macro in SPSS for
demonstrating the mediating effect of emotional state and sense of presence
through the impact of multisensory cues on overall visitor experience. The
findings of this study revealed three experience perceptions—respectively,
joviality, personal escapism, and localness experiences—of digital museums.
Also, this research presented the positive effect of emotional state on
joviality experience and negative effect of emotional state on localness
experience. In addition, a notable positive impact of sense of presence on joviality,
personal escapism, and localness experience perceptions was found. No
significant effect of emotional state on personal escapism was found in this
research. Moreover, visual and auditory cues together were confirmed as the
most powerful indicator for triggering the greatest experience level. The
impact was found to be valid due to the mediating role of emotional state and
sense of presence.</p>
<p>This research contributed theoretically and practically
to museum literature and experience research. Theoretical implications were discussed
to indicate this research as the framework to measure digital museum visitor experience
based on the proposed three-factor structure. Practical implications were
provided for museum managers. Limitations and future research were discussed.</p>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/9033857 |
| Date | 02 August 2019 |
| Creators | Kexin Guo (7027940) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/Understanding_Digital_Museum_Visitor_Experience_Based_on_Multisensory_Cues/9033857 |
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