The Roles of Digital Exhibition in Enhancing Immersive Experience and Purchase Intention

Abstract

Museums in modern society serve to a broader public than their early predecessors. In response to such transition, many art museums now open digital exhibitions to provide immersive experience and maximize user interaction. This paper focuses on two such features – animated image and storytelling description – and their effect on museum visitors’ immersive experience, which in turn influences willingness-to-pay price premium (WTP). Our results indicate that animated images and storytelling description have both individual and interaction effects on immersive experience as well as WTP. This paper contributes to both the IS literature and practice by providing a systematic understanding of how digital exhibition features enhance museum visitors’ immersive experience and purchase intention.