TY - CHAP
T1 - User Acceptance of 720° Virtual Tour Systems for Online Museum Experiences
T2 - Effects of Immersion, Interaction, and Personal Innovativeness
AU - Li, Yue
AU - Liang, Jiachen
AU - Yang, Enhao
AU - Liang, Hai Ning
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025/7
Y1 - 2025/7
N2 - As a type of immersive visual media technology, 720° virtual tours are developing rapidly and gaining popularity in various industries, such as online museum experiences. However, there is limited research on the user acceptance of 720° virtual tours. By reviewing the literature on technology acceptance theories, this study explores the factors affecting users’ acceptance of 720° virtual tour systems based on the Unified Theory of Acceptance and the Use of Technology (UTAUT). We conducted a survey study and collected 150 responses. The analysis showed consistent results with UTAUT and confirmed the positive impacts of performance expectancy, effort expectancy, social influence, and facilitating conditions on behavioral intention. In addition, our study contributes to the understanding of technology acceptance of 720° virtual tour systems by introducing three constructs related to the technology and user characteristics: immersion, interaction, and personal innovativeness. Based on the research results, we propose some practical suggestions for the design and development of 720° virtual tour systems for future online museum experiences.
AB - As a type of immersive visual media technology, 720° virtual tours are developing rapidly and gaining popularity in various industries, such as online museum experiences. However, there is limited research on the user acceptance of 720° virtual tours. By reviewing the literature on technology acceptance theories, this study explores the factors affecting users’ acceptance of 720° virtual tour systems based on the Unified Theory of Acceptance and the Use of Technology (UTAUT). We conducted a survey study and collected 150 responses. The analysis showed consistent results with UTAUT and confirmed the positive impacts of performance expectancy, effort expectancy, social influence, and facilitating conditions on behavioral intention. In addition, our study contributes to the understanding of technology acceptance of 720° virtual tour systems by introducing three constructs related to the technology and user characteristics: immersion, interaction, and personal innovativeness. Based on the research results, we propose some practical suggestions for the design and development of 720° virtual tour systems for future online museum experiences.
UR - https://www.scopus.com/pages/publications/105014332688
U2 - 10.1007/978-3-031-61018-9_6
DO - 10.1007/978-3-031-61018-9_6
M3 - Chapter
AN - SCOPUS:105014332688
T3 - Springer Series on Cultural Computing
SP - 129
EP - 153
BT - Interactive Media for Cultural Heritage
PB - Springer Science and Business Media Deutschland GmbH
ER -