Immersive Digital Imaging Experience: An Empirical Study on Audiences’ Switching Intention to Metaverse Online Art Museum

The Metaverse Online Art Museum (MOAM) represents an innovative application of metaverse technology in the art field, with an increasing number of art galleries and museums transitioning to the metaverse. In the metaverse environment, audiences can overcome geographical and economic limitations, enjoying artworks anytime and anywhere, resulting in a more unique and immersive experience. However, there is still a lack of research on audience switching intention from traditional offline art museum (TOAM) to MOAM. To fill this academic gap, our study aims to explore and validate the key factors influencing Chinese audiences’ Switching Intentions (SWI) to MOAM. Specifically, we integrated Flow Theory (FT) and Self-Determination Theory (SDT) into the Push-Pull-Mooring framework to develop a new conceptual model, elucidating the internal mechanisms of push, pull, and mooring effects on switching intentions (SWI). Through an online questionnaire, we recovered 305 valid samples from the audience that experienced MOAM and systematically analyzed the data using Partial Least Squares Equation (PLS-SEM). The results of the study showed that eight of the ten hypotheses were valid and that two push factors (visiting inconvenience and dissatisfaction), five pull factors (concentrated attention, perceived enjoyment, presence, autonomy, and competence), and one mooring factor (visiting inertia) had a significant effect on SWI. But, Perceived risk and Relatedness did not significantly influence switching MOAM. The findings of this study not only contribute valuable theoretical insights for metaverse and MOAM, but also provide important insights for relevant service providers in optimizing audience experience and improving switching rate at the practical level. Additionally, it gives direction and reference to the government and enterprises in formulating specific policies and management measures. It also helps to promote the sustainable development of the metaverse art ecology.