Visitor experience in digital museums: dimensions, scale development, and validation
Purpose – Providing visitors with excellent experience is a key challenge faced by digital museum development. However, the dimensionality of visitor experience in digital museums is under-explored, and there is a scarcity of survey scales for measuring multiple dimensions of visitor experience in d...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Redfame Publishing Inc.
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114471/ http://psasir.upm.edu.my/id/eprint/114471/1/114471.pdf |
| _version_ | 1848866503509671936 |
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| author | Zhu, Lanxin De Costa, Feroz Yasin, Megat Al-Imran |
| author_facet | Zhu, Lanxin De Costa, Feroz Yasin, Megat Al-Imran |
| author_sort | Zhu, Lanxin |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Purpose – Providing visitors with excellent experience is a key challenge faced by digital museum development. However, the dimensionality of visitor experience in digital museums is under-explored, and there is a scarcity of survey scales for measuring multiple dimensions of visitor experience in digital museums. This study aimed to explore the dimensionality of visitor experience in digital museums and develop a survey scale for measuring multiple dimensions of visitor experience in digital museums. Design/methodology/approach – This study adopted a mixed method by interviewing 12 digital museum visitors and implemented a questionnaire survey with 982 visitors. The qualitative data was analysed using a thematic analysis technique while the quantitative data was analysed based on exploratory factor (EFA) analysis and confirmatory factor analysis (CFA). Findings – Based on qualitative results, this study developed a new dimension model for visitor experience in digital museums based on interview research that consists of five experience dimensions: technological, social, emotional, cognitive, and behavioral experience. Accordingly, this study also designed a specialized survey scale to measure these five dimensions. The scale’s validity and reliability were verified and purified. This new scale can be used by future survey research on digital museums from a visitor perspective. Originality/value – This is the first study that empirically explored the dimensionality of visitor experience in digital museums. The study also developed a first survey scale specifically for measuring multiple dimensions of visitor experience in digital museums. |
| first_indexed | 2025-11-15T14:21:38Z |
| format | Article |
| id | upm-114471 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:21:38Z |
| publishDate | 2024 |
| publisher | Redfame Publishing Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1144712025-03-10T01:52:04Z http://psasir.upm.edu.my/id/eprint/114471/ Visitor experience in digital museums: dimensions, scale development, and validation Zhu, Lanxin De Costa, Feroz Yasin, Megat Al-Imran Purpose – Providing visitors with excellent experience is a key challenge faced by digital museum development. However, the dimensionality of visitor experience in digital museums is under-explored, and there is a scarcity of survey scales for measuring multiple dimensions of visitor experience in digital museums. This study aimed to explore the dimensionality of visitor experience in digital museums and develop a survey scale for measuring multiple dimensions of visitor experience in digital museums. Design/methodology/approach – This study adopted a mixed method by interviewing 12 digital museum visitors and implemented a questionnaire survey with 982 visitors. The qualitative data was analysed using a thematic analysis technique while the quantitative data was analysed based on exploratory factor (EFA) analysis and confirmatory factor analysis (CFA). Findings – Based on qualitative results, this study developed a new dimension model for visitor experience in digital museums based on interview research that consists of five experience dimensions: technological, social, emotional, cognitive, and behavioral experience. Accordingly, this study also designed a specialized survey scale to measure these five dimensions. The scale’s validity and reliability were verified and purified. This new scale can be used by future survey research on digital museums from a visitor perspective. Originality/value – This is the first study that empirically explored the dimensionality of visitor experience in digital museums. The study also developed a first survey scale specifically for measuring multiple dimensions of visitor experience in digital museums. Redfame Publishing Inc. 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/114471/1/114471.pdf Zhu, Lanxin and De Costa, Feroz and Yasin, Megat Al-Imran (2024) Visitor experience in digital museums: dimensions, scale development, and validation. Studies in Media and Communication, 12 (3). pp. 427-444. ISSN 2325-8071; eISSN: 2325-808X https://redfame.com/journal/index.php/smc/article/view/6969 10.11114/smc.v12i3.6969 |
| spellingShingle | Zhu, Lanxin De Costa, Feroz Yasin, Megat Al-Imran Visitor experience in digital museums: dimensions, scale development, and validation |
| title | Visitor experience in digital museums: dimensions, scale development, and validation |
| title_full | Visitor experience in digital museums: dimensions, scale development, and validation |
| title_fullStr | Visitor experience in digital museums: dimensions, scale development, and validation |
| title_full_unstemmed | Visitor experience in digital museums: dimensions, scale development, and validation |
| title_short | Visitor experience in digital museums: dimensions, scale development, and validation |
| title_sort | visitor experience in digital museums: dimensions, scale development, and validation |
| url | http://psasir.upm.edu.my/id/eprint/114471/ http://psasir.upm.edu.my/id/eprint/114471/ http://psasir.upm.edu.my/id/eprint/114471/ http://psasir.upm.edu.my/id/eprint/114471/1/114471.pdf |