Communications in Humanities Research ISSN: 2753-7072
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Research Article

AI+XR Technology-Driven Research on the Digital Communication Effects of Cultural Heritage

Jiaying WangSchool of Management, Anhui University, Hefei, China* Changchang LiuSchool of Management, Anhui University, Hefei, China

* Corresponding author: [email protected]

Abstract

This paper takes the “Eternal Splendor of the Tang Dynasty” immersive exhibition at the Anhui Museum as a practical case to explore the digital communication effects of AI+XR technology in museum displays. By integrating the Technology Acceptance Model (TAM) and User Experience Theory, the study constructs a research model around three dimensions: technological implementation, content innovation, and user experience. The study reveals a chain mechanism of digital cultural communication, encompassing “digital experience - emotional experience - acceptance - revisit intention.” Empirical analysis based on 436 valid questionnaires shows that aesthetic experience, interactive experience, immersive experience, cultural content experience, and cultural value experience all have a significant positive impact on emotional experience. Emotional experience significantly positively influences acceptance, which in turn significantly positively affects revisit intention. The user clustering analysis based on the K-means algorithm identifies three types of groups: basic, conservative, and deep experience types. This research provides a theoretical basis and practical reference for the digital transformation of museums in the era of artificial intelligence.

Keywords: Digital communication; Cultural heritage revitalization; AI+XR technology; Technology acceptance model; User experience theory
Published: May 19, 2025
DOI: 10.54254/2753-7064/2025.23042
Volume: CHR Vol.60
pp. 161-168
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