Exploring the Key Drivers of User Continuance Intention to Use Digital Museums: Evidence From China’s Sanxingdui Museum

With the rapid development and wide application of digital information technology, digital museums are gradually replacing traditional museums and being transformed from “object-centric” to “experience-centric” paradigms. However, studies on the continuance intention of digital museums from the perspective of user experience are still scarce. It is essential to study what variables affect user experience and behavior and what variables can improve user continuance intention. Therefore, this study constructs a theoretical model and fourteen hypotheses that affect user continuance intention toward digital museums by expanding the technology acceptance model (TAM) with the addition of interaction quality, information quality, information richness and other variables and uses a structural equation model to verify the hypotheses. The empirical results indicate that 1) interaction quality (IQ) has a positive impact on information quality (IQU) and information richness (IR); 2) information richness (IR) has a positive impact on perceived usefulness (PU), information quality (IQU), and perceived ease of use (PEOU); 3) information quality (IQU) has a positive impact on satisfaction (SAT), perceived ease of use (PEOU), and perceived playfulness (PP); 4) compared with perceived playfulness (PP), perceived ease of use (PEOU) has a greater impact on perceived usefulness (PU); 5) perceived usefulness (PU) and perceived ease of use (PEOU) are significant indicators for predicting satisfaction (SAT); and 6) satisfaction (SAT) and perceived playfulness (PP) are critical factors influencing continuance intention. The findings of this study will enrich relevant academic theories and provide references for professionals to enhance user experience services in digital museums.