AR Service Quality and Adoption Intention in Museums: The Mediating Role of Perceived Value and the Moderating Effect of Intracultural Differences

The study aims to combine the Technology Acceptance Model (TAM) and the Service Quality Assessment Model (SQAM) to explore factors influencing visitors’ perceived value (PV) and their intention to use augmented reality (AR) in museums. Additionally, this study examined the mediating role of PV and the moderating effect of intracultural differences in the new framework. Data was collected from 524 participants in Taiwan and Mainland China. Structural equation modeling revealed that factors like perceived usefulness, reliability, assurance, tangibles, information sharing, and personal engagement positively contribute to PV. This study contributed a comprehensive model for examining the technological service quality in museums, especially the mediating effect of PV and the insignificant impact of Perceived ease of use. The study confirms PV’s role as a mediator and predictor of AR adoption intention. A multiple-group analysis explores the moderating effect of intracultural differences (between Taipei and Hangzhou museums). The study further reveals that the difference between Taipei and Hangzhou museums moderates the TAM, SQAM, and PV effects; for this matter, Chinese intracultural differences are analyzed and reviewed. The findings also provide managerial implications for stakeholders to enhance the provision of AR-related services in museums.