From digital museuming to on-site visiting: The mediation of cultural identity and perceived value.

Introduction: Museums use digital resources to provide online services to the public, and a "digital museuming" boom has started. The mechanism of online museum visiting and its impact on willingness to visit on site has become an important issue of widespread concern. Therefore, based on the theory of presence and cognitive-emotional-behavioral theory, this paper introduces perceived value and cultural identity as mediating variables to explore the influence of the digital museuming experience on the willingness to visit on site from the audience's perspective. Method: Questionnaires were distributed, using the snowball sampling method, and 429 valid questionnaires were returned. Results: The empirical test presents the following results: (1) virtual reality technology multi-dimensionally expands the digital museuming experience; (2) immersion, interaction and available experience promote willingness to visit on-site; (3) hedonic experience in the process of digital museuming cannot be ignored; and (4) perceived value and cultural identity play a mediating role. Discussion: User experience of visiting virtual museums, perceived value and cultural identity influence user willingness to visit museums in the field, but perceived value does not enhance the user's cultural identity, maybe due to the inability of the online experience to increase the depth of the experience.

How does short video use generate political identity? Intermediate mechanisms with evidence from China's small-town youth.

Introduction: China's Small-town Youth is an important social class connecting urban and rural development. Its ideological status is closely related to social stability and development so that the study of political identity of small town youth in China has become an important topic. Methods: Based on survey and in-depth interviews, this paper investigates the intermediate mechanism of short videos use on political identity of China's Small-town Youth. Results and discussion: The study found that the use of short videos by China's Small-town Youth has a significant positive impact on political identity, and media trust and political trust play a complete mediating role between the use of short videos and political identity. Cultural identity as the main content of China's political ideology propaganda, cannot affect political trust. This research provides theoretical basis and practical enlightenment for the systematic understanding of the spiritual world and political beliefs of China's Small-town Youth, and for exploring how to enhance their political identity through short videos use.