Perceived Playfulness: Factors Affecting the VR Display Experience in Museums

At present, virtual reality is an important technology for digitizing museums. The application of VR in museums can not only better protect cultural relics, but also create an immersive visiting experience for tourists. Therefore, it is necessary to explore what factors affect users’ acceptance of VR in museum. Through literature review, we rated the VR displays of 204 National First-Class Museums in China, and conducted a follow-up investigation on the VR display of “Xun Jing Dun Huang” with the highest score. This study proposes an extended TAM to explore which factors affect users’ intention to use VR display in museum. A total of 296 questionnaires were collected, and 208 questionnaires were used. The research results indicate that perceived playfulness has a significant impact on perceived usefulness, and perceived usefulness has a significant impact on behavioral intention. This means that VR in museum not only needs to have gaming attributes and enhanced gamification features, but it also needs to promote the integration of education and entertainment, which called “edutainment”. In addition, interactivity has a significant impact on perceived usefulness and perceived ease of use. Therefore, in the construction of museum VR, smooth interactive design is crucial for attracting users.