Understanding Behavioral Intention to Online Smart Museums among College Students Using an Extended UTAUT-2 Model
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Smart museums are regarded as an innovative platform for cultural communication in the digital era, yet few studies have explored college students’ Expectations and Behavioral Intention of using online smart museums. This study integrates the UTAUT-2 theoretical framework with multidimensional value perspectives (Information Value, Hedonic Value, Social Value), and introduces technological pressure variables to systematically analyze college students’ Behavioral Intention of using online smart museums. This study integrates the UTAUT-2 theoretical framework with multidimensional value perspectives (Information Value, Hedonic Value, and Social Value) and introduces technological pressure variables to systematically analyze the driving mechanism of college students’ Behavioral Intention of using online smart museums. A total of 360 students studying in two Chinese universities participated in this study, which used a questionnaire as the main research method. The results of data analysis show that (a) Performance Expectancy, Social Influence, and Facilitating Conditions in UTAUT-2 all significantly and positively affect the willingness to use; (b) Knowledge Acquisition Efficacy of Information Value, Hedonic (b) Information Value’s Knowledge Acquisition Efficacy, Hedonic Emotional Motivation, and Social Value’s Cultural Dissemination and Recognition have independent facilitating effects on Behavioral Intention; and (c) Technostress has a significant negative moderating effect. These results provide empirical evidence for museum practitioners, educators, and policy makers to expand the boundaries of museum research, thus promoting the penetration of traditional culture from museums to campus life and giving it new vitality.
