<p>The influence of user technology on consumer decisions is apparent, yet the underlying mechanisms remain unclear. This research aims to analyze how virtual reality affects user experience, leading to changes in emotional attitudes and behavioral intentions. Within the scope of the Digital Dunhuang project in China, a comprehensive analysis was carried out using 466 reliable user data and structural equation modeling approaches. The findings of the investigation revealed that the influence of virtual reality on user experience manifests in the quality aspects of products, including pragmatic, aesthetic, and hedonic. Furthermore, these product qualities are capable of enhancing the development of perceived usefulness, ease of use, and enjoyment. Simultaneously, perceived usefulness, ease of use, and enjoyment can boost user satisfaction and intention to repurchase. Moreover, the study also revealed that user satisfaction effectively drives repurchase intention. The discovery of these results will contribute novel concepts and approaches for the design and promotion of products, while presenting a fresh viewpoint for broadening our insights into user experience and consumer behavior. Additionally, they present valuable guidance for incorporating virtual reality in the preservation of longstanding traditions, facilitating the fusion of heritage with advanced technology to deliver users with an enhanced and more immersive cultural encounter.</p>