文旅元宇宙是现有数字文旅发展的下一个新阶段,探究用户参与满意度的影响因素和机制对于深入理解该信息行为具有重要意义。文章基于压力交易模型的研究框架,结合技术正念、技术压力、使用与满足理论和沉浸理论中的相关变量,构建文旅元宇宙中用户满意度的影响因素模型,通过问卷调研396名具有数字文旅体验经历的相关用户,随后进行实证分析。结果发现:技术正念中的现状判断、追求新奇和多视角意识分别负向影响技术压力中的功能过载、功能迭代和功能复杂性;技术压力中的功能过载、功能迭代、功能复杂性均负向影响沉浸体验;沉浸体验正向影响满意度;需求满足调节沉浸体验对满意度的正向影响;通过中介效应分析发现,功能过载、功能迭代、功能复杂性分别在现状判断、追求新奇、多视角意识和沉浸体验间起到部分中介作用,沉浸体验在功能过载、功能迭代和满意度间起到完全中介作用,沉浸体验在功能复杂性和满意度间起到部分中介作用。研究结果深化了文旅元宇宙中技术因素对用户体验和满意度影响的理解,为平台方与用户提供了有价值的对策建议。
The cultural tourism metaverse is the next new stage in the development of existing digital cultural tourism, and it is of great significance to explore the influencing factors and mechanisms of user participation satisfaction for in-depth understanding of this information behavior. Based on the research framework of transaction model of stress, this study combined the relevant variables of technology mindfulness, technology pressure, usage and satisfaction theory and flow theory to construct an influencing factor model of user satisfaction in the cultural tourism metaverse. Through questionnaire survey, 396 users with digital cultural travel experience were investigated, and then empirical analysis was conducted. The results show that orientation in the present, openness to novelty and awareness of multiple perspectives in technical mindfulness negatively affect techno-overload, techno-iteration and techno-complexity in technostress, respectively. Techno-overload, techno-iteration and techno-complexity under technostress all negatively affect the immerse experiences; Immerse experiences positively affect satisfaction; Demand satisfaction regulates the positive impact of immerse experience on satisfaction; Through the analysis of the mediation effect, it is found that techno-overload, techno-iteration and techno-complexity play a partial mediating role between that orientation in the present, openness to novelty, awareness of multiple perspectives and immerse experience, the immerse experience plays a complete mediating role between techno-overload and satisfaction, and the immerse experience plays a partial mediating role in, techno-iteration, techno-complexity and satisfaction. The research results deepen the understanding of the impact of technical factors on user experience and satisfaction in the cultural tourism metaverse, and provide valuable countermeasures and suggestions for platforms and users.