Exploring how the metaverse of cultural heritage (MCH) influences users’ intentions to experience offline: a two-stage SEM-ANN analysis

Abstract

The metaverse for cultural heritage (MCH) serves as a digital platform that enables users to access and engage with cultural heritage resources online. With the rapid expansion of cultural digitisation, many organizations have adopted the MCH to increase their impact and reach. However, empirical research is essential to substantiate the role and significance of MCH. This study examines users’ intentions to engage with MCH and their offline experiences. Using the SEM-ANN method, 989 respondents participated in an analysis framed by the NVM approach through questionnaires. The results show a dependence of users' offline experience intentions on their intentions to engage with MCH (β = 0.216, T = 7.915, P < 0.001), along with perceived benefits (β = 0.199, T = 6.576, P < 0.001) and perceived risks (β = − 0.051, T = − 2.008, P = 0.045). Results suggest that MCH has the potential to enhance offline experiences; factors such as creativity, entertainment and narrative significantly influence users' positive evaluations of MCH, while privacy data, performance ethic and negative psychology influences may reduce users' positive evaluations. These findings have important implications for cultural heritage managers, developers and designers, suggesting that the use of the metaverse can enrich the cultural heritage experience, attract a broader user base beyond offline methods, and promote the appreciation and dissemination of traditional culture.