Virtual museum ‘Traditional Dress of Liangshan Yi Nationality’: analysis of user experience in cultural heritage interaction

Abstract Virtual museums (VMs) of cultural heritage provide new opportunities for the preservation, promotion, and accessibility of traditional cultural practices. The aim of this study is to identify and compare the user experience of different user groups of the ‘Traditional Dress of Liangshan Yi Nationality’ VM and to identify aspects that require improvement. The study sample comprised three groups: clothing design specialists (n = 92), cultural heritage experts (n = 93), and general users interested in cultural heritage (n = 92). Quantitative data collection was conducted through questionnaire surveys using a user experience scale, followed by intergroup pairwise comparison using independent t-tests. The research revealed significant differences in user experience among different groups. The research findings lay the groundwork for refining the content, interface, and functionality of the VM considering the interests and preferences of users. VM developers can gain clearer insights into the various demands of different user groups. Researchers and educational institutions can utilize the results within academic studies on VM interaction and the influence of cultural content on different demographics. The research outcomes also hold value for organizations involved in promoting and preserving cultural heritage, in terms of aligning with audience expectations and increasing interest in traditional clothing.