TY - JOUR
KW - Aesthetic preference
KW - Chinese operas
KW - Intangible cultural heritages
KW - Intention to use
KW - Learn+
KW - Music
KW - New media
KW - Perceived ease-of-use
KW - Perceived usefulness
KW - Technology acceptance model
KW - Virtual reality
KW - Virtual reality technology
AU - Yu-Peng Jiang
AU - Chen Su
AU - Xin-Can Li
AB - Traditional opera, vital to China’s intangible cultural heritage (ICH), is grappling with low dissemination efficiency and an inability to meet evolving aesthetic preferences in the era of new media. We combined virtual reality (VR) technology with traditional Chinese opera (TCO) to allow users to learn about this musical art form through an immersive experience and facilitate its digital diffusion. To verify this approach’s effectiveness, this research involved the construction of a hypothetical model based on the technology acceptance model (TAM), then surveys were administered to 340 participants and data were analyzed using SPSS26 and AMOS27. The results indicate that perceived visual design positively impacted perceived usefulness (PU), self- efficacy and personal innovativeness had significantly positive impacts on perceived ease of use (PEOU). Moreover, perceived playfulness exerted a noticeable impact on PU, PEOU, and intention to use (ITU), PU and PEOU indirectly influenced ITU through attitude. Our findings provide theoretical support for predicting public acceptance of learning about TCO through VR and insight into the transmission of other ICH items through VR.
DO - 10.1080/10447318.2024.2327180
N1 - Type: Article
N2 - Traditional opera, vital to China’s intangible cultural heritage (ICH), is grappling with low dissemination efficiency and an inability to meet evolving aesthetic preferences in the era of new media. We combined virtual reality (VR) technology with traditional Chinese opera (TCO) to allow users to learn about this musical art form through an immersive experience and facilitate its digital diffusion. To verify this approach’s effectiveness, this research involved the construction of a hypothetical model based on the technology acceptance model (TAM), then surveys were administered to 340 participants and data were analyzed using SPSS26 and AMOS27. The results indicate that perceived visual design positively impacted perceived usefulness (PU), self- efficacy and personal innovativeness had significantly positive impacts on perceived ease of use (PEOU). Moreover, perceived playfulness exerted a noticeable impact on PU, PEOU, and intention to use (ITU), PU and PEOU indirectly influenced ITU through attitude. Our findings provide theoretical support for predicting public acceptance of learning about TCO through VR and insight into the transmission of other ICH items through VR.
TI - Virtual Reality Technology for the Digital Dissemination of Traditional Chinese Opera Culture
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188460995&doi=10.1080%2f10447318.2024.2327180&partnerID=40&md5=485828c05027f2846d16dd883afa726b
ER -