Table 2.
Reliability and validity analysis.
| Variable | Item | Standardized factor loading | AVE | CR | Cronbach’s α |
|---|---|---|---|---|---|
| Cognitive immersion experience | Digital museuming has sparked my curiosity | 0.884 | 0.786 | 0.936 | 0.936 |
| Digital museuming makes me feel like I’m there | 0.881 | ||||
| When I am in digital museuming, I become so involved that I forget everything around me | 0.879 | ||||
| Digital museuming frees me from reality, from my daily life | 0.901 | ||||
| Interactive experience | When I am in digital museuming, I am free to choose what I want to see | 0.823 | 0.715 | 0.909 | 0.909 |
| When I am in digital museuming, I am able to get a positive response to every step of my operation | 0.847 | ||||
| When I am in digital museuming, I can interact and give feedback in real time | 0.868 | ||||
| When I am in digital museuming, I can feel the connection between people and do not feel alone | 0.845 | ||||
| Available Experience | The interface of digital museuming is clearly guided and everything is easy to understand | 0.883 | 0.773 | 0.932 | 0.932 |
| The operation of digital museuming is very simple, even for the first time, I was able to operate it skilfully | 0.885 | ||||
| I can easily find what I need in the process of digital museuming | 0.870 | ||||
| When I am in digital museuming, I think the content is rich and the structure is well set | 0.879 | ||||
| Hedonic experience | I am very happy to have the experience of digital museuming | 0.873 | 0.759 | 0.927 | 0.926 |
| The process of digital museuming makes me feel at ease. | 0.878 | ||||
| In my opinion, I really like digital museuming | 0.867 | ||||
| I enjoy the digital museuming process | 0.867 | ||||
| Perceived value | The digital museuming experience has taught me a lot and has met my expectations | 0.820 | 0.676 | 0.893 | 0.923 |
| I find the digital museuming experience very interesting and enjoyable | 0.817 | ||||
| I am very satisfied with the time and effort I put into digital museuming | 0.819 | ||||
| I think the digital museuming experience is well worth it | 0.833 | ||||
| Cultural identity | After digital museuming, I have a better understanding of museum culture than before | 0.852 | 0.701 | 0.921 | 0.947 |
| During the process of digital museuming, I develop a strong sense of national pride and cultural self-confidence | 0.823 | ||||
| I would like to spend more time in digital museuming if I can | 0.836 | ||||
| After digital museuming, I would like to be involved in activities related to museum culture | 0.826 | ||||
| After digital museuming, I will discuss museums with people who have similar cultural backgrounds as me | 0.848 | ||||
| Willingness to visit on site | After digital museuming, I have the willingness to visit this museum on site | 0.875 | 0.743 | 0.896 | 0.924 |
| After digital museuming, I will recommend my friends and relatives to visit this museum on site | 0.834 | ||||
| Even after visiting the digital museuming, I have the desire to visit again | 0.875 |