Influences of VR technology on the effect of museum narrative based on embodied cognitive theory: a case study of the opium war museum

Purpose With an increasing array of new technologies and devices emerging as novel approaches to museum narratives, scholars are intrigued by the narrative effect they produce. Within this context, this study aims to conduct a quantitative case study on the influencing mechanisms among technology embodiment, technology attachment, museum narrative effect and perceived museum image based on embodied cognitive theory (ECT). Design/methodology/approach By introducing the Opium War Museum, Dongguan City, Guangdong Province, China, as an empirical case study, the authors collected data, through questionnaires, from 425 visitors who had experienced virtual reality (VR) technology in the museum. The data was then analyzed by using the maximum likelihood estimate for structural equation modeling. Findings Technology embodiment and technology attachment have significant positive correlations with the museum narrative effect. Technology attachment provides a partial mediating effect between technology embodiment and the museum narrative effect. The perceived museum image moderates such mediating effects of technology attachment. Originality/value This study brings the emerging idea of developing visitor experiences with VR through expanding the applications of ECT in the museum scenario. First, the authors identified the underlying interaction patterns between various factors that influence the museum narrative effect. Second, the authors verified that technology can optimize the museum narrative effect and help the creative transformation of cultural relics and culture. This study also provides practical recommendations to improve the technological service experience and strengthen the “audience-centric” management concept of museums