The Influence of Digital Technology and the Transmission Capacity of Cultural Connotations on the Digital Innovativeness of Cultural Industry

With the extensive application of the Internet of Things in the cultural industry, it has brought numerous innovations to the management, display and service of cultural institutions such as museums. Digitalization and accessible innovation are important ways to make full use of the educational function of modern museums. Based on the stimulus-organism-response (SOR) model, this paper constructs a research model consisting of six variables, which are functional attribute of digital technology, transmission ability of cultural connotation, perceived usefulness, immersive experience, emotional identification and digital innovativeness of cultural industry. Taking Anthropology Museum of Guangxi as the research target, by analyzing the data of 489 visitors, PLS-SEM is used to explore the causal relationships among the variables. It is found that the historical and cultural knowledge and traditions contained in museum collections can be better disseminated with the help of digital technology. Besides, under the mediating effects of immersive experience and the public’s perception of the value of museum exhibits, the emotional attachment of both local and non-local visitors during the tour will be reshaped. Additionally, there is a deeper cognition of the so-called digital innovativeness of cultural industry, which combines cultural dissemination and digital technology, in the application of the cultural and creative industry.