R Square values.

The emergence of Augmented Reality (AR) technology has provided innovative ideas for museum tourism services, creating a unique tour experience for visitors. However, there is little research known for the user’s behavior of using AR technology in the context of interactive museum guided tour services. This study aimed to explore the factors that drive tourists to use AR guided tours in museums. Based on the Stimuli-Organism-Response framework and the Information System Success Model, this study attempted to construct a model of visitor acceptance of AR guided museum tour for explaining and predicting visitors’ behaviors of AR guided museum tours. Structural equation modeling was used in this study to analyze the data from 324 survey questionnaires. The results showed that individuation and interactivity positively affected satisfaction and perceived enjoyment, authenticity and aesthetics positively affected perceived enjoyment, and perceived enjoyment positively affected satisfaction. In addition, perceived enjoyment and satisfaction positively affected the intention to use AR guided tours. The study has revealed the factors affecting the intention to use AR guided tours, extended the application of the Stimuli-Organism-Response framework and the Information System Success Model, and enriched the theories of museum user behavior. This study can provide valuable references for museum managers, tourism marketers and AR technology developers to enhance the AR tour experience of museum visitors and promote the healthy development of museum tourism.

增强现实（Augmented Reality，AR）技术的出现为博物馆旅游服务提供了创新思路，为游客打造了独具特色的游览体验。然而目前鲜有针对交互式博物馆导览服务场景下用户使用AR技术行为的相关研究。本研究旨在探究驱动游客在博物馆中使用AR导览服务的影响因素。本研究基于刺激-机体-反应（Stimuli-Organism-Response）框架与信息系统成功模型（Information System Success Model），尝试构建博物馆AR导览游客接受模型，以解释并预测游客使用博物馆AR导览的行为。本研究采用结构方程模型对324份调查问卷数据进行分析。结果显示：个性化与互动性正向影响满意度与感知愉悦感，真实性与美学体验正向影响感知愉悦感，而感知愉悦感正向影响满意度。此外，感知愉悦感与满意度正向影响AR导览使用意愿。本研究揭示了影响AR导览使用意愿的相关因素，拓展了刺激-机体-反应框架与信息系统成功模型的应用场景，丰富了博物馆用户行为理论。本研究可为博物馆管理者、旅游营销人员以及AR技术开发者优化博物馆游客AR游览体验、推动博物馆旅游健康发展提供有价值的参考。