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<p>This study investigates the influence of stimuli (compatibility, innovativeness, and trialability) on technology trust and explores the role of satisfaction in shaping visitors’ intention to engage with cultural heritage experiences in the metaverse. A quantitative survey method was employed to collect data from participants in China, yielding 430 valid responses from cultural tourists. Partial least squares structural equation modeling (PLS-SEM) was applied to test the hypothesized relationships and assess mediation effects. The results highlight that compatibility, innovativeness, and trialability significantly enhance technology trust, which in turn positively shapes satisfaction and usage intention in metaverse-based cultural heritage experiences. Furthermore, technology trust mediates the relationship between stimuli and satisfaction. The study adds to the body of knowledge on the subject of the metaverse in cultural heritage by adding the S-O-R theory in understanding the relationship between stimuli and the perceptions of trust and satisfaction, which subsequently result in visitor intention.</p>

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Pathways to visitor intention in metaverse-based cultural heritage: a stimulus-organism-response perspective

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年4月30日

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  • Weijun Hu,
  • Abdul Basit,
  • Mingxing Li,
  • Huimin Chen,
  • Yulong Zhang

摘要

This study investigates the influence of stimuli (compatibility, innovativeness, and trialability) on technology trust and explores the role of satisfaction in shaping visitors’ intention to engage with cultural heritage experiences in the metaverse. A quantitative survey method was employed to collect data from participants in China, yielding 430 valid responses from cultural tourists. Partial least squares structural equation modeling (PLS-SEM) was applied to test the hypothesized relationships and assess mediation effects. The results highlight that compatibility, innovativeness, and trialability significantly enhance technology trust, which in turn positively shapes satisfaction and usage intention in metaverse-based cultural heritage experiences. Furthermore, technology trust mediates the relationship between stimuli and satisfaction. The study adds to the body of knowledge on the subject of the metaverse in cultural heritage by adding the S-O-R theory in understanding the relationship between stimuli and the perceptions of trust and satisfaction, which subsequently result in visitor intention.