摘要
本研究以三星堆博物馆微信公众号“数字云展厅”为例,探讨数字技术如何通过线上展示激发游客的实地旅游意愿。研究整合TAM(Task Acceptance Model)模型、SOR(Stimulus-Organism-Response)理论和态度理论,采用结构方程模型分析。研究发现:感知易用性、感知有用性、感知趣味性正向影响数字云展厅体验;数字云展厅体验正向影响认知反应与情感反应;认知反应和情感反应正向影响实地旅游意愿;数字云展厅体验正向影响实地旅游意愿。研究为三星堆博物馆数字云展厅提出改进建议,为文博产业数字化提供参考,助力文化产业发展和国家文化软实力提升。
This study takes Sanxingdui Museum's WeChat official account"Digital Cloud Exhibition Hall"as an example to explore how digital technology can stimulate tourists'willingness to travel on the spot through online display.Research the integration of TAM model,SOR theory,and attitude theory,using structural equation modeling analysis.Research has found that:Perceived ease of use,perceived usefulness,and perceived fun have a positive impact on the experience of digital cloud exhibition halls;The experience of digital cloud exhibition hall has a positive impact on cognitive and emotional responses;Cognitive and emotional responses have a positive impact on the willingness to travel in person;The experience of digital cloud exhibition halls has a positive impact on the willingness to travel on site.Research proposes improvement suggestions for the digital cloud exhibition hall of Sanxingdui Museum,providing reference for the digitalization of the cultural and museum industry,and assisting in the development of the cultural industry and the enhancement of national cultural soft power.
作者
夏晓霜
郭星彤
XIA Xiaoshuang;GUO Xingtong(Sichuan Normal University;不详)
出处
《科学教育与博物馆》
2025年第3期14-27,共14页
Science Education and Museums
关键词
数字云展厅体验
实地旅游意愿
TAM模型
SOR理论
态度理论
digital cloud exhibition hall experience
willingness to travel on site
TAM model
SOR theory
attitude theory
