沉浸式技术体验如何影响数字文化接受意愿——基于自我分类调节作用的实证研究

How the Immersive Technology Affect the Perception of Affective Value in Digital Culture:An Empirical Study Based on the Moderating Effect of Self-Categorization

人工智能、VR等沉浸式技术应用推动了文化发展数字化转型。聚焦于数字文化核心属性,探究受众接受意愿成为数字文化发展优化的有效手段。本研究构建了沉浸式体验与用户文化价值情感承诺融合的理论模型,以在线收集的326组问卷数据为样本考察数字文化沉浸式技术特征、外部社会环境对受众数字文化价值感知及接受意愿的影响路径。结果表明,数字文化沉浸式技术刺激中感官体验即媒介技术丰富度、感知交互性与数字文化情感价值感知存在正相关关系,认知体验即视觉一致性与受众数字文化情感价值感知存在正相关关系。此外,外部环境刺激中自我分类将调节技术媒介丰富度、感知交互性对受众数字文化情感价值感知的影响作用。

The application of artificial intelligence,VR,and other immersive technologies promotes the digital transformation of cultural development.Focusing on the crucial attributes of digital culture,exploring the willingness of the audience becomes an effective means to optimize the development of digital culture.This study constructs a theoretical model for the integration of immersive experience and affective commitment to user’s cultural value.It takes 326 sets of questionnaire data collected online as samples to investigate the technical characteristics of digital culture immersion and the path of external social environment on audience’s cultural value and acceptance intention.The result shows that sensory experience(media technology richness,perceptual interaction)and digital culture affective value perception are positively correlated in immersive technology stimulation of digital culture,and cognitive experience(visual consistency)has a positive moderating effect on audience’s affective value perception of digital culture.Additionally,self-categorization in external environment stimulus will regulate the positive influence of technological media richness and perceived interaction on audiences’perception of digital culture affective value.