Effects of VR technical interaction and acceptance on rural cultural identity: The mediating role of embodied cognition and flow experience

With the development of digital media, an increasing number of new technologies are being used in cultural communication, and virtual reality (VR) technology for cultural communication has become a modern tool of transmission. To investigate the factors that influence rural cultural identity (RCI) through technical interaction (TI) and technology acceptance (TA) in VR in cultural communication, this study initially constructed a model of the influence path mediated by embodied cognition (EC) and flow experience (FE) based on compensatory media, technology acceptance, embodied cognition and flow experience theory. All participants had experienced some rural historical and cultural VR work and then completed a corresponding questionnaire. A total of 356 questionnaires were collected and analyzed using SPSS and SmartPLS software. The results indicated that the technological interaction and acceptance of VR influenced identification with rural culture through the mediating role of embodied cognition and flow experience. These findings provide a reference for strengthening audiences' embodied cognition and flow experience to promote their rural cultural identity. When VR technology is used to communicate culture, its technological interaction and acceptance can be improved to provide audiences with a better experience and perhaps influence the development of local tourism.