Engaging the Next Generation: A Validated Model of VR Acceptance to Inform Design in Cultural Heritage Institutions

Cultural heritage institutions face a critical challenge in engaging Generation Z, a demographic of digital natives with high expectations for interactive and immersive experiences. While Virtual Reality (VR) offers a promising solution, many implementations are dismissed as superficial “gimmicks,” lacking a theoretical foundation for effective design. To bridge this gap, we develop and validate an extended Technology Acceptance Model (TAM) to explain the psychological mechanisms influencing Generation Z’s adoption of museum VR. Employing an explanatory sequential mixed-methods design, we analyzed 566 survey responses using CB-SEM and conducted 20 in-depth interviews. Our findings establish Perceived Usefulness and Perceived Enjoyment as the primary direct drivers of intention to use, with Immersion and Content Quality acting as crucial antecedents. This research delivers a dual contribution: theoretically, we extend technology acceptance theory for the specific context of museum VR and young audiences; practically, we offer an empirically grounded framework with actionable principles that empowers curators and designers to create more meaningful and resonant cultural heritage experiences.