Sun Jiaojiao, Guo Yingzhi
School of Business, Suzhou University of Science and Technology, Suzhou, China.
Postdoctoral Station of Business Administration, Fudan University, Shanghai, China.
Front Psychol. 2022 Jul 27;13:965655. doi: 10.3389/fpsyg.2022.965655. eCollection 2022.
Digital tourism has developed rapidly, especially in museums. However, as people become increasingly familiar with digital museums, their use intentions and behavior have changed. Taking the Digital Palace Museum in China as an example, applying the PLS-SEM method, this study uncovers visitors' use intentions and actual use behavior for digital museums by integrating the new UTAUT model (UTAUT2) and TTF model (TTF under social distancing) and introduces the PATS (Pandemic Anxiety Travel Scale) model to reveal how pandemic anxiety promotes the transformation of use intentions into use behavior more easily. The results show that performance expectations, hedonic motivations, habits, and task-technology-fit positively affect use intentions for digital museums. However, the price-saving orientation negatively affects use intentions. Pandemic anxiety moderates the effect of use intentions on actual behavior. When travel anxiety is relatively high, use intentions have a greater effect on use behavior for digital museums. The results reveal the influencing factors on use intentions of digital museums and the moderating effect of pandemic anxiety on the relation between use intentions and actual behavior.
数字旅游发展迅速，尤其是在博物馆领域。然而，随着人们对数字博物馆越来越熟悉，他们的使用意图和行为发生了变化。以中国数字故宫为例，本研究运用偏最小二乘结构方程模型（PLS-SEM）方法，通过整合新的统一技术接受与使用模型（UTAUT2）和任务技术适配模型（社交距离下的TTF），揭示了游客对数字博物馆的使用意图和实际使用行为，并引入了大流行焦虑旅行量表（PATS）模型，以揭示大流行焦虑如何更轻易地促进使用意图向使用行为的转变。结果表明，绩效期望、享乐动机、习惯和任务技术适配对数字博物馆的使用意图有积极影响。然而，价格节省导向对使用意图有负面影响。大流行焦虑调节了使用意图对实际行为的影响。当旅行焦虑相对较高时，使用意图对数字博物馆的使用行为影响更大。研究结果揭示了影响数字博物馆使用意图的因素以及大流行焦虑对使用意图与实际行为关系的调节作用。
