Immersive Museums in the Digital Age: Exploring the Impact of Virtual Reality on Visitor Satisfaction and Loyalty

Li, Gengrui; Lin, Shihua; Tian, Yali

doi:10.1007/s13132-024-01782-7

Cited by 3 publications

(2 citation statements)

References 71 publications

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“…Such initiatives not only enrich visitor interactions by enabling novel ways of engagement but also incorporate advanced deep learning technologies to assist curators in creating more engaging narratives [11,12]. The broader implementation of VR in museums has fostered a more dynamic visitor experience, facilitating direct interaction with exhibits in a virtual space, with international applications exploring the diversity of visitor experiences, particularly in cultural contexts such as China [13][14][15].…”

Section: Introductionmentioning

confidence: 99%

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Enriching User-Visitor Experiences in Digital Museology: Combining Social and Virtual Interaction within a Metaverse Environment

Alabau,

Fabra,

Martí-Testón

et al. 2024

Applied Sciences

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This study investigates the potential of integrating multilayer animations and sophisticated shader technologies to enhance visitor social interactions within metaverse exhibition spaces. It is part of a broader initiative aimed at developing innovative digital museology strategies that foster social engagement through virtual reality (VR) experiences. The methodology adopted seeks to provide a more immersive and human-centric exploration of 3D digital environments by blending elements of physical spaces with the interactive dynamics common in video games. A virtual exhibition space themed around Mars was created as a testbed to facilitate social interactions among users, who navigate the environment via avatars. This digital space was developed using a specialized Unity template designed by the metaverse platform Spatial.io. Overcoming the programming constraints imposed by Spatial.io, which limits the use of external scripts for security and stability, posed a significant challenge. Nonetheless, by leveraging the ability to modify shader codes used for material creation and employing advanced animation techniques with layered effects, the authors of this work achieved dynamic material responses to lighting changes and initiated complex asset interactions beyond simple linear animations.

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Section: Introductionmentioning

confidence: 99%

“…The integration of tangible interaction artifacts with digital information in museum exhibits has also significantly enhanced visitor interaction and learning [15,19]. This multidimensional approach deepens the educational impact of digital content, providing a multisensory learning environment [20].…”

Section: Introductionmentioning

confidence: 99%

Enriching User-Visitor Experiences in Digital Museology: Combining Social and Virtual Interaction within a Metaverse Environment

Alabau,

Fabra,

Martí-Testón

et al. 2024

Applied Sciences

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Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era

Li,

Deng,

Gong

2024

J Knowl Econ

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Investigating the Factors Influencing User Loyalty, Purchase Intention, and Word-of-Mouth in Virtual Reality

Jo,

Jang

2024

PRESENCE: Virtual and Augmented Reality

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This study investigates the determinants of loyalty, purchase intention, and word-of-mouth (WOM) recommendations in the context of virtual reality (VR) technology, focusing on sensory design components such as visual (color, navigation design, aesthetics, shape, and product design), tactile (touch), and auditory (audio) elements. Employing partial least squares structural equation modeling, data from individuals experienced with VR headsets were analyzed to explore how these sensory aspects influence user behavior. Contrary to expectations, color did not significantly influence attitude or satisfaction. Navigation design significantly impacted both user attitude and satisfaction, highlighting its importance in the VR experience. While aesthetics was found to positively affect user attitude, they did not significantly influence satisfaction. Interestingly, the shape of VR devices influenced satisfaction but not attitude. The product design of VR devices significantly affected both attitude and satisfaction, but audio factors did not significantly impact either. The results indicate that user attitude significantly influences loyalty, purchase intention, and WOM, as does user satisfaction. This reveals the critical role of design and sensory elements in shaping user experiences and preferences within VR environments, offering insights for developers and marketers aiming to enhance user engagement and loyalty.

show abstract

Immersive Museums in the Digital Age: Exploring the Impact of Virtual Reality on Visitor Satisfaction and Loyalty

Cited by 3 publications

References 71 publications

Enriching User-Visitor Experiences in Digital Museology: Combining Social and Virtual Interaction within a Metaverse Environment

Enriching User-Visitor Experiences in Digital Museology: Combining Social and Virtual Interaction within a Metaverse Environment

Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era

Investigating the Factors Influencing User Loyalty, Purchase Intention, and Word-of-Mouth in Virtual Reality

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