The Impact of Immersive Digital Technology Features of Museums on Online Fitting Behavior: A Case Study of Poly MGM Museum in Macao

Museums are constantly using cutting-edge technology to bridge the gap between cultural heritage and audiences, promoting high-quality development in the cultural and museum sector. However, there are currently issues such as the abuse and misuse of immersive digital technology in museums, leading to unsatisfactory display effects. Therefore, clarifying the influence mechanism of the characteristics of immersive digital technology in museums on visitor behavior is of great significance for museums. This study, through literature review and based on the stimulus-organism-response (SOR) model, constructs a theoretical framework. As the study case, Poly MGM Museum, the characteristics of immersive digital technology in museums are taken as the stimulus conditions. This study adopts a quantitative analysis method. Smart PLS is used to conduct structural equation model data analysis on the collected valid questionnaires. The results show that the multisensory, interactivity, and vividness of immersive digital technology have a positive impact on visitors’ online fitting behavior and flow experience. The results show that the flow experience has a significant positive impact on visitor empathy. The results show that visitor empathy has a significant positive impact on online fitting behavior. Finally, the key points for improving the museum tourism experience through immersive digital technology in museums are proposed.