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EXPLORING THE INTENTION OF VISITING THE MUSEUM USING IMMERSIVE VIRTUAL REALITY TECHNIQUE AND FLOW EXPERIENCE
EXPLORING THE INTENTION OF VISITING THE MUSEUM USING IMMERSIVE VIRTUAL REALITY TECHNIQUE AND FLOW EXPERIENCE
Shih-Han Wu*
Department of Industrial Management
I-Shou University, Kaohsiung, Taiwan, R.O.C
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*Corresponding Author
Nai-Chieh Wei
Department of Industrial Management
I-Shou University, Kaohsiung, Taiwan, R.O.C
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Hsiang-Chen Hsu
Department of Industrial Management
I-Shou University, Kaohsiung, Taiwan, R.O.C
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Tse-Chun Pu
Department of Industrial Management
I-Shou University, Kaohsiung, Taiwan, R.O.C
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Abstract
With the rapid development of computer technology, human living style has been changed dramatically. In recent years, virtual reality (VR) has been widely used in entertainment, and its application has been applied to various field. As people’s choices of leisure activities increased, traditional museum became less attractive and began to lose their tourists. The rise of the digital or virtual museum seems to be a solution for the digital age, but the traditional museum struggled to retain their visitors. The National Museum of Marine Biology and Aquarium (NMMBA) opened in 2000, and faced the same problem of visitor loss. They decided to enhance their visitor experiences by outsourcings. A marine-related VR theme space was created as a new attraction to the public. This study adopted Hedonic-Motivation System Adoption Model (HMSAM), Flow Theory, and incorporate subjective well-being to investigate the revisit intention of the museum tourists who experienced the VR games. The results demonstrated perceived enjoyment had significant positive impact on immersion. In addition, both flow status and subjective well-being had significantly positive influence on user intention and immersion. Finally, the results of this study provide theoretical contributions, managerial implications for museum that might adopt Virtual Reality in the future.
Keywords: virtual reality; museum; Hedonic Motivation System Acceptance Model (HMSAM); flow theory; subjective well-being
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