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By applying the American Customer Satisfaction Index (ACSI) model to virtual art exhibitions, this research aims to reveal insights into the factors impacting visitor satisfaction and electronic word-of-mouth (e-WOM). Furthermore, the investigation of exhibition promotion seeks to understand how external factors contribute to the overall visitor experience in virtual art exhibitions.

With advancements in virtual communication technology and the transformative impact of the COVID-19 pandemic in recent years, there has been a notable surge in the popularity of virtual art exhibitions based on the Internet. This study uses the ACSI model to examine visitor satisfaction and e-WOM in virtual art exhibitions. Additionally, it explores the influence of exhibition promotion on the ACSI model.

Key findings revealed that 1) both promotion efforts and e-WOM exhibited significant relationships with the ACSI model, and 2) most of the relationships within the ACSI model were consistent with previous research outcomes.

This study extends the ACSI model’s application to virtual art exhibitions, enhancing its relevance. Additionally, it addresses the knowledge gap concerning the direct impact of promotion on audience expectations and its relationship with the ACSI model in virtual art exhibitions. Furthermore, the research explores the influence of customer satisfaction on electronic word-of-mouth in exhibitions, offering valuable insights for exhibition evaluation systems. The study serves as a guide, providing data and models for researchers investigating virtual art exhibitions.

The main research problem is the relationship between the use motivation (UM) and use behavior (UB) of middle-aged and old short videos users and the difference of the influence of the use motivation of middle-aged and old users, a special group, on the usage behavior is analyzed.

By means of a questionnaire survey and in-depth interview, the middle-aged and old-aged users' short video use motivation and behavior and their influence relationship are discussed.

It is found that information appeal is the main motivation of middle-aged and old-aged users to use short videos and users with different social attributes have differences in motivation and there is a significant relationship between motivation and behavior.

The research objective is middle-aged and elderly short video users. And how to promote the transformation of middle-aged and old-aged users' use mentality and record and create their unique bright spots in the big stage of short videos with a more active and independent attitude, is of unique significance not only to the users themselves but also to the media content of this era and the users' existence in the technological change.