Enhancing Museum Visiting Experience: Investigating the Relationships Between Augmented Reality Quality, Immersion, and TAM Using PLS-SEM

Augmented reality (AR) has received increasing attention and has been utilized to enhance the customer experience in museums. This study employs the Information System (IS) success model, immersion theory, and Technology Acceptance Model (TAM) to investigate the impact of AR quality on various dimensions of immersion and the effects of different dimensions of immersion on perceived usefulness and ease of use. Quantitative research was conducted on 295 visitors surveyed at the Wuhan Natural History Museum. Partial least squares structural equation modeling (PLS-SEM) was utilized to test the model. The results indicate that higher-quality AR enhances immersion and that aesthetic experience can enhance the escapist experience within the AR environment. Both dimensions of immersion contribute to perceived usefulness, while the aesthetic experience of museum visits contributes to perceived ease of use. The results obtained from the experiments provide insights into designing AR systems for use in museums.