Contrasting Physical and Virtual Museum Experiences: A Study of Audience Behavior in Replica-Based Environments.

This study explores the differences in audience behavior between virtual museums and physical museums. The replica-based virtual museum (RVM) was developed to replicate the exhibit layout of physical museums and support multi-user online visits. The study introduces the RVM-Interaction (RVM-I), which incorporates interactive features to enhance user engagement. In the experiment, 24 participants experienced a physical museum (PM), RVM, RVM-I, and a traditional PC-based virtual museum, with their impressions and behavioral patterns recorded. The results indicate no significant differences between RVM and PM in terms of satisfaction, immersion, aesthetic experience, and social interaction. RVM-I significantly enhanced the participants' experience through its interactive capabilities. Path analysis shows that both RVM and RVM-I improved audience efficiency, with RVM-I transforming the circumferential, space-based art appreciation found in PM and RVM into a stationary, space-based form, making RVM-I more engaging than RVM. These findings offer valuable insights for the design and development of virtual museum experiences that maintain spatial fidelity to physical exhibitions while enhancing user engagement through interactivity.