基于扩展技术接受模型的博物馆VR展览用户体验研究  

User Experience in Museum VR Exhibitions Based on Extended TAM

作　　者：李佳 姚翔翔 LI Jia;YAO Xiangxiang(Jiaxing University,Zhejiang Jiaxing 314001,China;Nanjing University of the Arts,Nanjing 210013,China)

机构地区：[1]嘉兴大学,浙江嘉兴314001 [2]南京艺术学院,南京210013

出　　处：《包装工程》2025年第4期250-261,共12页Packaging Engineering

摘　　要：目的“虚拟现实(VR)”是当代博物馆为提升其竞争力而普遍采用的数字展览技术之一,然而哪些因素会影响博物馆VR展览的用户体验有待厘清。方法基于“技术接受模型(TAM)”理论,构建包含8个潜变量的研究模型;基于此扩展TAM模型设计调查问卷对受测者进行测试,最终收集160份有效数据;运用偏最小二乘法(PLS)对研究模型的收敛效度、区别效度进行验证,并对模型中提出的假设进行验证。结果互动性、沉浸性与临场感,是影响用户对博物馆VR展览感知有用性、易用性与享乐体验的主要因素,并会进一步促进用户使用此类技术,还会也影响他们前往博物馆实地参观的意愿;但VR展览互动性对用户感知易用性没有正向影响,沉浸性只对感知有用性有正向影响,且感知易用性对感知有用性同样没有正向影响。结论以VR为代表的数字技术,可以有效提升博物馆展览体验。通过理解影响博物馆VR展览用户体验的关键因素及其关系,可确保最新技术发挥积极价值,这对博物馆在数字化时代提升竞争力具有重要意义。"Virtual Reality(VR)"is one of the widely adopted digital exhibition technologies by contemporary mu-seums to enhance their competitiveness.However,it is crucial to clarify the factors that influence the user experience in museum VR exhibitions.Based on the extended"Technology Acceptance Model(TAM)"theory,a research model com-prising 8 latent variables was proposed.A survey questionnaire was designed based on this model and a test was con-ducted on recruited participants,resulting in the collection of 160 valid responses.The Partial Least Squares(PLS)method was employed to validate the convergent validity and discriminant validity of the research model.Additionally,hypotheses proposed in the model were further tested.Interactivity,immersion,and presence were the main factors influ-encing users'perception of the usefulness,ease of use,and enjoyment in museum VR exhibitions.These factors also con-tributed to the users'willingness to use such technology and affected their intention to visit museums in person.However,the interactivity of VR exhibition did not positively influence users'perceived ease of use,and immersion only positively influenced perceived usefulness.Moreover,perceived ease of use did not positively influence perceived usefulness.The digital technology represented by VR can effectively enhance the museum exhibition experience.By understanding the key factors that affect the user experience in museum VR exhibitions and their relationships,it is possible to ensure that the latest technologies play a positive role,which is of great significance for museums to enhance their competitiveness in the digital age.

关 键 词：博物馆 虚拟现实展览 技术接受模型(TAM) 用户研究 

分 类 号：TB472[一般工业技术—工业设计] G265[历史地理—考古学及博物馆学]