旅游者虚拟现实技术接受意愿影响因素研究——以故宫VR体验馆为例  

Research on the influencing factors of tourists acceptance willingness to accept virtual reality technology——A case study of the Palace Museum Virtual Reality Theatre

作　　者：白荷婷 邵隽[1] BAI Heting;SHAO Jun(College of Landscape Architecture, Beijing Forestry University, Beijing 100083, China)

机构地区：[1]北京林业大学园林学院,北京100083

出　　处：《林业与生态科学》2021年第4期451-459,共9页Forestry and Ecological Sciences

基　　金：国家自然科学基金(51908036);北京市自然科学基金(8194071);教育部人文社科基金项目(19YJC760042)。

摘　　要：本研究基于技术接受模型,结合深入访谈及实地调研结果,引入感知成本和感知沉浸性2个影响变量,构建旅游者虚拟现实技术接受模型。以故宫VR体验馆为例,采用问卷调查法收集了350份有效问卷,并运用SPSS22.0和AMOSS22.0进行结构方程模型分析。研究发现感知易用性、感知有用性、感知沉浸性对旅游者使用虚拟现实产品的行为意愿有显著的正向影响,感知沉浸性对感知娱乐性有显著的正向影响,而感知娱乐性与感知成本对行为意愿没有显著影响。基于此,为后疫情时代虚拟现实技术在文化遗产旅游中的应用提出相关建议,以活化博物馆及其他类型的文化遗产,增强旅游目的地吸引力。Based on the technology acceptance model,the study constructed the tourist virtual reality technology acceptance model.Combined with the results of in-depth interview and field research,two influencing variables,perceived cost and perceived immersion were took into account.Taking the Palace Museum Virtual Reality Theatre as an example,the study used structural equation model to analysis 350 valid questionnaires,and the SPSS22.0 and AMOSS22.0 were used for structural equation model analysis.It was found that perceived ease of use,perceived usefulness and perceived immersion had a significant positive impact on tourists acceptance willingness to use virtual reality products,and perceived immersion had a significant positive impact on perceived enjoyment.While,the perceived enjoyment and perceived cost had no significant impact on behavioral intention.Based on this,the relevant suggestions were put forward for the application of virtual reality technology in cultural heritage tourism in the post-epidemic era,so as to activate museums and other types of cultural heritage,and enhance the attraction of tourist destinations.

关 键 词：虚拟现实技术 技术接受模型 行为意愿 故宫博物院 

分 类 号：F59[经济管理—旅游管理]