Abstract

As museums globally accelerate digital transformation, AI-enabled Augmented Reality (AR) guide systems represent a critical innovation for enhancing visitor involvement; however, understanding the psychological drivers of their acceptance remains understudied despite significant implementation costs and visitor experience implications. This study thus examines: How do core attributes of AI-enabled Augmented Reality Exhibition Guide Systems (AAEGS)—informativeness, personalisation, and interactivity—influence visitor acceptance through cognitive and affective involvement pathways? Based on a survey of 417 visitors in a Chinese museum, this study examines acceptance of AI-enabled Augmented Reality Exhibition Guide Systems (AAEGS). Applying the Elaboration Likelihood Model (ELM), it proposes that AAEGS acceptance is influenced by the system's informativeness, personalisation, and interactivity. Using a quantitative methodology with a 7-point Likert scale questionnaire, the research empirically tests the model. Findings corroborate these three attributes significantly impact visitor acceptance. Furthermore, the study demonstrates that cognitive involvement and affective involvement act as significant mediators in this process; the system attributes influence visitors' cognitive and affective responses, thereby leading to their decision to accept AAEGS.

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