AUTHOR=Chen Tien-Li , Lai Wei-Chun , Yu Tai-Kuei TITLE=Participating in Online Museum Communities: An Empirical Study of Taiwan’s Undergraduate Students JOURNAL=Frontiers in Psychology VOLUME=11 YEAR=2021 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2020.565075 DOI=10.3389/fpsyg.2020.565075 ISSN=1664-1078 ABSTRACT=
With the worldwide spread of the Internet, human activity has become permeated by digital media, which shapes communication and interaction and speeds up the improvement of the experience and diffusion of museum exhibitions. Contemporary museums must understand their audiences, especially with respect to online preferences and surfing involvement experiences. Museums are changing in an effort to attract young netizens to access and use museum resources. Virtual museums are increasingly using digital exhibitions to preserve and apply their collections and establishing online community platforms to interact with young people. This study investigates the underlying mechanism of online community characteristics that enhance audiences’ emotional resonance and involvement. Results from a questionnaire survey (