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In recent years, the digital transformation of museums has developed rapidly. By designing mobile augmented reality (MAR) applications, museums can provide high-level interaction for tourists, create new cultural and creative consumption scenarios, and stimulate tourists to make impulsive purchase decisions. This study integrates the theory of Cognitive-affective personality system Theory (CAPS), and constructs a research model of the relationship between museum visitors’ perceived usefulness, perceived ease of use, perceived interactivity, perceived experience and emotional experience and tourists’ impulse purchase of augmented reality (AR) technology. The research results expand the research scope of digital technology in museums and help to understand the specific characteristics of MAR applications needed to stimulate tourists’ impulsive buying behavior. In addition, the research emphasizes the practical application and optimal design of technology, which provides new ideas for improving the content and form of MAR applications and innovative paths for the development of museums, tourism industry and other fields.

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Mobile Augmented Reality Application in Museums: A Catalyst for Impulse Buying of Cultural and Creative Products

  • 会议论文

  • 发表日期：

    2026年

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  • Jingna Wang,
  • Zhuoxuan Fu,
  • Yini Li,
  • Shuangshuang Wu,
  • Mingguang Liu

摘要

In recent years, the digital transformation of museums has developed rapidly. By designing mobile augmented reality (MAR) applications, museums can provide high-level interaction for tourists, create new cultural and creative consumption scenarios, and stimulate tourists to make impulsive purchase decisions. This study integrates the theory of Cognitive-affective personality system Theory (CAPS), and constructs a research model of the relationship between museum visitors’ perceived usefulness, perceived ease of use, perceived interactivity, perceived experience and emotional experience and tourists’ impulse purchase of augmented reality (AR) technology. The research results expand the research scope of digital technology in museums and help to understand the specific characteristics of MAR applications needed to stimulate tourists’ impulsive buying behavior. In addition, the research emphasizes the practical application and optimal design of technology, which provides new ideas for improving the content and form of MAR applications and innovative paths for the development of museums, tourism industry and other fields.