Creating Human-Centered Museums: User Experience in Digital Exhibitions from a Multimodal Perspective

In the third media age, experience economy prevails, technological change brings new opportunities for the digital development of cultural industry, museums rely more and more on cutting-edge digital technology to attract tourists, and multimodal interaction has gradually become a key strategy to enhance the audience's sense of participation and depth of experience. Based on the characteristics of multimodal interaction, this study combines the Hassenzahl's Model of User Experience and the Unified Theory of Acceptance and Use of Technology (UTAUT), and then extends and innovates the Technology Acceptance Model (TAM) proposed by Davis, in order to analyze the influence mechanism of the multimodal characteristics of museum digital exhibitions on the acceptance and behavioral intention of users. In this study, questionnaires were used to refine and clarify the motivational variables and external stimuli—Interactivity (IN), Immersion (IMM), and System Quality (SQ), and to formulate hypotheses, which were verified by means of confirmatory factors analysis (CFA) and structural equation modeling (SEM). The results show that perceived usefulness (PU), perceived ease of use (PEU), and perceived fun (PF) are important motivational variables that affect users' attitudes and thus their final intention to use the product; exogenous variables such as IN, IMM, and SQ jointly and significantly affect PF, forming a fun-dominated relational system; in this study, the effects of IMM on PEU and PEU on PU are not significant. Ultimately, the correspondence between each dimension and each motivational variable is used as a theoretical guide to propose strategies to enhance user engagement and provide theoretical support for the digital and intelligent transformation of museums.