The Roles of Digital Exhibition in Enhancing Immersive Experience and Purchase Intention

Museums in modern society serve to a broader public than their early predecessors. In response to such transition, many art museums now open digital exhibitions to provide immersive experience and maximize user interaction. This paper focuses on two such features – animated image and storytelling description – and their effect on museum visitors’ immersive experience and willingness-to-pay price premium (WTP). Our results indicate that animated images and storytelling description not only enhance immersion and WTP but also are more effective when adopted together. This paper contributes to both IS literature and museum industry by providing comprehensive understandings of how digital exhibition features enhance museum visitors’ immersive experience and purchase intention.