What influences user continuous intention of digital museum: integrating task-technology fit (TTF) and unified theory of acceptance and usage of technology (UTAUT) models

Abstract Digital museums play a crucial role in facilitating users' access to and exploration of digital cultural heritage resources. However, exploring the factors influencing user engagement with these digital museums from a user experience perspective remains essential. This study evaluates the factors driving user continuous behavioral intention towards the digital museum of Beijing’s central axis, integrating the new task-technology fit (TTF) and the new unified theory of acceptance and use of technology (UTAUT) models, and introducing perceived enjoyment, design aesthetics, and perceived cultural value as additional variables. Analyzing survey data (n = 377) utilizing structural equation modeling (SEM), the study identifies the following key findings: (1) the task and technology characteristics of digital museums significantly impact the TTF; (2) performance expectancy, effort expectancy, design aesthetics, perceived enjoyment, and perceived cultural value all positively impact user continuous behavioral intention; (3) the technological characteristics of digital museums were observed to positively impact users' effort expectancy; but (4) the TTF and social influence did not have no significant impact the user continuous behavioral intention. These findings offer valuable insights into the factors driving users' continuous behavioral intention to use digital museums of cultural heritage, offering practical guidance for future development and optimization of these digital museums, and highlighting specific implications and suggestions for enhancing the user experience.