Enhancing Museum Visiting Experience: Investigating the Relationships Between Augmented Reality Quality, Immersion, and TAM Using PLS-SEM

AbstractAbstractAugmented reality (AR) has received increasing attention and has been utilized to enhance the customer experience in museums. This study employs the Information System (IS) success model, immersion theory, and Technology Acceptance Model (TAM) to investigate the impact of AR quality on various dimensions of immersion and the effects of different dimensions of immersion on perceived usefulness and ease of use. Quantitative research was conducted on 295 visitors surveyed at the Wuhan Natural History Museum. Partial least squares structural equation modeling (PLS-SEM) was utilized to test the model. The results indicate that higher-quality AR enhances immersion and that aesthetic experience can enhance the escapist experience within the AR environment. Both dimensions of immersion contribute to perceived usefulness, while the aesthetic experience of museum visits contributes to perceived ease of use. The results obtained from the experiments provide insights into designing AR systems for use in museums.Keywords: Augmented realitycustomer experiencemuseumsimmersion experience Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsAnping ChengAnping Cheng is at Kookmin University. Her research interests include Interaction Design and Industrial Design.Dongming MaDongming Ma is from the Department of Art and Design at Beijing University of Chemical Technology. His research interests include Product Design Theory, Methodology, and Service Design.Younghwan PanYounghwan Pan is at Kookmin University. He is in charge of the interaction design lab at Kookmin University and is president of UXPA (User Experience Professional Association) in Korea. His research interests include Human-computer Interaction, Graphic Design, Industrial Design, and Communication Design.Hao QianHao Qian is from the Department of Art and Design at Beijing University of Chemical Technology. Her research interests include product service system design and visual communication design.