A Study on the Effect of the Components of the AR Art Museum's Docent App UI on User Satisfaction - Visiting the Shenzhen Museum of Art, Focusing on the MZ generation

With the rapid advancement of digital technology, the utilization of Augmented Reality (AR) technology in art museums and the introduction of AR docent apps targeting the MZ generation are gradually expanding.However, existing research has primarily focused on the general public, technical aspects, and case analyses, resulting in a lack of in-depth investigation into the factors influencing the application effectiveness and satisfaction of AR apps for the MZ generation.Therefore, there has been a need to systematically study the impact of AR docent apps on user satisfaction from the perspective of the MZ generation, who are the primary visitors to museums.The purpose of this study is to clearly define the components of AR museum docent apps (information, visual, and functional) and empirically determine how these elements influence user satisfaction through the mediating factors of the MZ generation's unique consumption characteristics (interest-seeking, value-seeking, and personalization).Ultimately, the research aims to contribute to the optimization of AR cultural apps for young generations and enhance user experience.The research methodology utilized a structured questionnaire designed using the Stimulus-Organism-Response (SOR) model as a research framework.The survey was conducted from February 10th to 20th, 2025, targeting MZ generation users of a specific AR docent app at the Shenzhen Art Museum.The collected data were statistically analyzed, and hypotheses were verified using statistical software (SPSS 25.0).The analysis revealed that the information, visual, and functional elements of the AR museum docent app had statistically significant positive impacts on the MZ generation's interest-seeking, value-seeking, and personalized consumption characteristics.This ultimately demonstrated a connection to improved user satisfaction and empirically proved the positive effects of each component of the AR docent app.The research results are expected to provide practical implications for strategic design and planning.