AI-enabled augmented reality exhibition guide systems and their acceptance in Chinese museums : Master of Business Studies (Management), Massey Business School, Massey University, Manawatū, New Zealand

Abstract

This study focuses on a survey of visitors' acceptance of AI-enabled Augmented Reality (AR) Exhibition Guide Systems (AAEGS) in a Chinese museum environment. I have studied how visitor acceptance of a museum guide system can be improved by improving the informativeness, personalisation and interactivity of the system. In this paper, I developed a model through my understanding of the Elaboration Likelihood Model (ELM) theory to show that visitors' acceptance of AAEGS is impacted by these three attributes. The mediating effects of cognitive and affective involvement in this process are also tested. In this study, a quantitative research methodology was used, I used a 7-point Likert scale questionnaire and collected visit data from 417 museum visitors to empirically validate the mdel developed in the thesis. My findings suggest that the informative, personalised and interactive features of AAEGS can impact on visitors' acceptance of AAEGS. Cognitive and affective involvement worked in the modelling of this study. I tested the mediating impact of cognitive involvement and affective involvement and found that these attributes influenced visitors' cognitive involvement and affective involvement, leading to their decide to accept AAEGS. The utilization of AI-enabled Augmented Reality (AR) Exhibition Guide Systems aids museum personnel, in comprehending how to improve visitors' immersive experience and satisfaction. This study provides a basis for future research on AI guided tours.