动机与评估:基于整合科技接受模型的博物馆新技术观众使用意愿研究

Motivation and Evaluation:A Study of the Museum Visitors’ Intention of Using New Technology Based on UTAUT Model

博物馆的新技术采用日益多元与普遍,从使用者视角出发的对于新技术使用动机的探索却较少见,因此较难评估新技术项目对观众的吸引力。本研究引入评估用户信息技术使用的“整合科技接受模型”,并结合博物馆自身属性,考察观众使用新技术的原因、使用意愿和参观意愿。研究基于问卷调查数据,运用分层回归及中介检验等方法发现:观众的享乐动机、绩效期望、努力期望等动机对新技术的使用意愿和参观意愿具备较强的解释力,沉浸体验、参与体验和审美体验三个特殊的博物馆动机也对观众的新技术使用意愿和参观意愿存在影响。研究还对以信息为目的和以体验为目的的博物馆新技术进行分类讨论,并初步提出了面向观众的博物馆新技术项目的前置性评估框架,为未来博物馆新技术的采用与设计提供策略建议。

The adoption of new technologies in museums is increasingly diverse and widespread,but it’s rare to explore the motivation of using technology from the perspective of users,making it difficult to evaluate the attraction of museum technology projects to the visitors.The paper introduced the "Unified Theory of Acceptance and Use of Technology(UTAUT model)" to examine the visitors’ motivation and intention of using technology,and willingness of visit according to the special attributes of museum.Based on the survey data,it’s found that the motivations such as enjoyment,performance expectation,efforts and so on could better explain visitors’ intention of using technology and willingness of visit through hierarchical multiple regression and mediation analysis.Furthermore,the three motivations i.e.,immersive,participatory,and aesthetic experience related to museums also have a similar impact.The paper also discussed the information-oriented and experience-orientated museum technology respectively and put forward a preliminary visitor-orientated framework for the front-end evaluation to provide strategic suggestions for the adoption and design of new museum technologies in the future.