Abstract
The study explores factors affecting user acceptance of the Dunhuang Metaverse Museum using the UTAUT model. It aims to provide a theoretical basis for the museum's future development. The study introduces five variables: perceived immersion, perceived cost, perceived risk, perceived trust, and individual innovation. Results show that meeting user performance expectations and lower costs increase willingness to use the Metaverse museum. High expectations of effort and perceived trust enhance interest, while social influence, immersion, and innovation boost curiosity and willingness. Lower perceived risks also increase user willingness.
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