| Abstract [eng] |
" Factors Influencing the intention to Use Virtual Museum Tour” Nabeel Sattar Master Thesis Marketing and integrated Communication Master Programme Faculty of Economics and Business Administration,Vilnius University Supervisor Prof. Vytautas Dikčius, Vilnius, 2025 Summary in English The research explores the factors that affect the intention of user to use virtual museum tour. The study focuses on impact of elements of technology acceptance model such as perceive ease of use, perceive usefulness and enjoyment additionally functional attributes effectiveness and vividness moreover combination of these factor with theory of planned behavior aspects is also analyzed, how these factors contribute to shape the user intention. An extensive literature analysis was done to best describe the variable moreover to achieve the objectives of study a quantitative survey was conducted among 318 respondents to assess the impact of key factors on user intentions to use virtual museum tour. Data collected through questionnaires and measured constructs are effectiveness, vividness, Immersion, engagement elements of TAM and theory of planned behavior. Statistical method consists of Linear and multivariate regression, correlation analysis. Findings reveal that immersion engagement and enjoyment significantly influence the intention of users where perceive ease of use and perceive usefulness also plays a vital role but with other potential predictors the effect proved weaker essentially effectiveness and vividness also shape the attitude towards virtual museum. Moreover if user perceive secure to use the virtual environment the result would be intense positively. This research contributes to academic and practical knowledge by exploring how virtual technologies or environment can make visit or intention, more accessible and engaging. The findings provide valuable insights for developers, museum professionals, and educators seeking to improve virtual museum platforms through immersive design and user-centric features. Importantly this study also aligned with global sustainable environment goal in terms of reduction in the need of physical travel, minimize environmental impact and preserve cultural heritage in digital format. |
