The Virtual Frontier: Exploring the Future of Art Museums through Virtual Reality Technology

This study investigates the application of Virtual Reality (VR) technology in art museums, focusing on the aspects of Interactivity, Vividness, and Novelty, as well as their role within the Hedonic-Motivation System Adoption Model (HMSAM) framework in influencing users’ continued willingness to use VR and the potential for integrating VR into a hybrid online-offline operational model for museums. Through experimental data collection from 330 participants, the study evaluates user responses to VR technology, including ease of use, experience vividness, and novelty, to understand the potential for ongoing VR use in art museums and its impact on future museum operational models. The findings indicate that most participants have a positive attitude toward VR technology and show a willingness to continue its use. Despite the ease of use and the level of vividness provided by VR not being particularly compelling for users, participants were generally satisfied with their VR experience, recognizing that VR technology is still in development with the potential to better meet their future needs. These results suggest a promising future for VR technology in the development of art museums, indicating a growing trend toward incorporating VR into museum experiences. The positive outlook of consumers underscores the need for ongoing development to make VR experiences more engaging and vivid. The study also suggests the possibility of art museums adopting a hybrid online-offline operational model, integrating VR technology to enhance visitor experiences while acknowledging the current limitations and areas for improvement in the technology.