{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,17]],"date-time":"2026-06-17T14:20:52Z","timestamp":1781706052378,"version":"3.54.5"},"reference-count":94,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2023,7,10]],"date-time":"2023-07-10T00:00:00Z","timestamp":1688947200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2024,7,5]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Traditionally, Task\u2013Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience\u2013Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study\u2019s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors\u2019 understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-01-2023-0100","type":"journal-article","created":{"date-parts":[[2023,7,6]],"date-time":"2023-07-06T01:45:16Z","timestamp":1688607916000},"page":"2006-2034","source":"Crossref","is-referenced-by-count":25,"title":["The effects of Experience-Technology Fit (ETF) on consumption behavior: Extended Reality (XR) visitor experience"],"prefix":"10.1108","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8594-6641","authenticated-orcid":false,"given":"Timothy","family":"Jung","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sujin","family":"Bae","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Natasha","family":"Moorhouse","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9686-6586","authenticated-orcid":false,"given":"Ohbyung","family":"Kwon","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2023,7,10]]},"reference":[{"issue":"1","key":"key2024070516380949700_ref001","doi-asserted-by":"crossref","first-page":"1","DOI":"10.2308\/bria.2009.21.1.1","article-title":"The effect of documentation structure and task\u2010specific experience on auditors' ability to identify control weaknesses","volume":"21","year":"2009","journal-title":"Behavioral Research in Accounting"},{"issue":"3","key":"key2024070516380949700_ref100","doi-asserted-by":"crossref","first-page":"145","DOI":"10.1080\/15980634.2019.1663980","article-title":"Examining structural relationships among service quality, perceived value, satisfaction and revisit intention for Airbnb guests","volume":"19","year":"2019","journal-title":"International Journal of Tourism Sciences"},{"issue":"6","key":"key2024070516380949700_ref002","doi-asserted-by":"crossref","first-page":"3657","DOI":"10.1007\/s11276-019-01960-5","article-title":"Determining suitability of speech-enabled examination result management system","volume":"25","year":"2019","journal-title":"Wireless Networks"},{"issue":"4","key":"key2024070516380949700_ref003","doi-asserted-by":"crossref","first-page":"355","DOI":"10.1162\/pres.1997.6.4.355","article-title":"A survey of augmented reality","volume":"6","year":"1997","journal-title":"Presence: Teleoperators and Virtual Environments"},{"issue":"7","key":"key2024070516380949700_ref004","doi-asserted-by":"crossref","first-page":"2956","DOI":"10.3390\/su12072956","article-title":"The influence of mixed reality on satisfaction and brand loyalty in cultural heritage attractions: a brand equity perspective","volume":"12","year":"2020","journal-title":"Sustainability"},{"issue":"1","key":"key2024070516380949700_ref005","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"5-6","key":"key2024070516380949700_ref006","doi-asserted-by":"crossref","first-page":"359","DOI":"10.1016\/j.lrp.2012.10.001","article-title":"Hierarchical latent variable models in PLS-SEM: guidelines for using reflective-formative type models","volume":"45","year":"2012","journal-title":"Long Range Planning"},{"key":"key2024070516380949700_ref007","doi-asserted-by":"crossref","first-page":"91","DOI":"10.3389\/frobt.2019.00091","article-title":"A comparison of immersive realities and interaction methods: cultural learning in virtual heritage","volume":"6","year":"2019","journal-title":"Frontiers in Robotics and AI"},{"issue":"2","key":"key2024070516380949700_ref008","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1145\/3145534","article-title":"A survey of augmented, virtual, and mixed reality for cultural heritage","volume":"11","year":"2018","journal-title":"Journal on Computing and Cultural Heritage (JOCCH)"},{"key":"#cr-split#-key2024070516380949700_ref009.1","unstructured":"Buhalis, D. and Karatay, N. 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