AccScience Publishing / AC / Online First / DOI: 10.36922/AC026300057
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Augmented reality in Chinese museums: A case study on visitor experience

Guangyi Wu1* ,  Nuno Bernardo1
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1 Department of Industrial Design, Design School, Xi’an Jiaotong-Liverpool University, Suzhou, Jiangsu , China
Received: 21 July 2026 | Revised: 19 August 2026 | Accepted: 14 September 2026 | Published online: 8 October 2026
© 2026 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC-by the license) ( https://creativecommons.org/licenses/by-nc/4.0/ )
Abstract

This study examines how visitor satisfaction co-varies with augmented reality (AR)-related evaluations in a Chinese museum context, using Suzhou Museum as a case study. We collected on-site survey data from 420 visitors. Because several questionnaire blocks were path-dependent, we conducted exploratory factor analysis and confirmatory factor analysis using the complete 12-item AR-evaluation block (Q24; n = 169), whereas regression analyses included cases with complete Q24 and six-item satisfaction block responses (Q28; n = 135). The Q24 items supported a two-dimensional structure consisting of positive AR experience and technical concerns. In the conventional ordinary least squares model, positive AR experience showed the dominant positive association with core satisfaction (standardized β = 0.747, p < 0.001), whereas technical concerns showed a smaller positive coefficient under raw scoring (standardized β = 0.121, p = 0.032). However, HC3-robust standard errors and response-pattern sensitivity analyses attenuated the technical concerns estimate, so that it was no longer statistically distinguishable from zero. The study is cross-sectional and supports associations rather than causal effects. The main defensible conclusion is therefore that visitor satisfaction co-varies primarily with a coherent positive AR experience dimension, whereas the concern-related dimension remains measurable but is subject to greater inferential uncertainty in this sample.

Graphical abstract
Keywords
Visitor satisfaction
Museum augmented reality experience
On-site survey
Factor analysis
Empirical study
Funding
This research received no specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Conflict of interest
The authors declare no conflict of interest.
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Arts & Communication, Electronic ISSN: 2972-4090 Published by AccScience Publishing