Virtual presence and enjoyment as mediators between interaction quality and continuance intention in China’s smart museums

Authors: Liu Xu 1, Nik Zulkarnaen Bin Khidzir ^{1, 2,} *, Ainul Wahida Binti Radzuan ¹, Gao Nannan ^{1, 3}, Yao Heng ⁴, Yang Yueming ⁵

Affiliations:

¹Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan, Kota Bharu, Malaysia
²Global Entrepreneurship Research and Innovation Center, Universiti Malaysia Kelantan, Kota Bharu, Malaysia
³Art College, Harbin Cambridge College, Harbin, China
⁴Chengdu Academy of Fine Arts, Sichuan Conservatory of Music, Ziyang, China
⁵School of Fashion Design, Jiangxi Institute of Fashion Technology, Nanchang, China

Abstract

This study examined how perceived virtual presence and perceived enjoyment mediate the relationship between interaction quality and continuance intention in China’s smart museums. Based on the Technology Acceptance Model (TAM), the study proposed an extended framework that includes experiential factors to explain sustained user engagement with digital cultural technologies. Data were collected through a quantitative survey of 464 museum visitors and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings show that interaction quality has a significant positive effect on both perceived virtual presence and perceived enjoyment. These two factors, in turn, positively influence continuance intention. Among the mediators, perceived enjoyment had the strongest effect, while perceived virtual presence contributed to continuance intention both directly and indirectly. The model explained 53.9% of the variance in continuance intention, highlighting the joint role of technological and psychological factors in post-adoption behavior. This study extends the TAM in immersive cultural contexts and provides practical insights for designing smart museum technologies that encourage long-term visitor engagement.

Keywords

Smart museums, Interaction quality, Virtual presence, Perceived enjoyment, Continuance intention

Download

📄 Full PDF

DOI

https://doi.org/10.21833/ijaas.2026.03.005

Citation (APA)

Xu, L., Khidzir, N. Z. B., Radzuan, A. W. B., Nannan, G., Heng, Y., & Yueming, Y. (2026). Virtual presence and enjoyment as mediators between interaction quality and continuance intention in China’s smart museums. International Journal of Advanced and Applied Sciences, 13(3), 41–51. https://doi.org/10.21833/ijaas.2026.03.005