Digital Museums Anyone? Consumer Perceptions for Digital Cultural Consumption in a Developing Country

Museums are essential to cultural consumption, heritage, and knowledge. In the scenario of the global pandemic, digital museums can be a relevant solution for consumers’ cultural consumption in the safety of their homes. However, more research is needed to assess consumers’ acceptance of technology and the intention to use digital museums. Data were collected from 125 urban consumers in India and were analyzed via the TAM model through linear regression. Results indicated that perceived usefulness has a stronger impact than perceived ease of use but positively impacts attitude and intention to use. To the best of the author’s knowledge, this research is the first of its kind that explores consumers’ perceptions of digital museums in India. Academic contributions are made in testing this issue through TAM and the practical implication is identifying a positive scenario for reinforcing digital museums as a new form of digital markets for cultural consumption