Effect of Display Methods on Intentions to Use Virtual Reality in Museum Tourism
通过实验研究世界名画的不同展示方式，发现展示方式影响游客的心流体验和虚拟现实使用意愿，心流体验起中介作用，虚拟现实熟悉度调节该中介效应。
The application of virtual reality (VR) promises unique visitor experiences in museum tourism; however, the underlying characteristics of the experiences still need to be well-researched. This research used world-famous paintings (Vincent van Gogh’ s The Starry Night and Claude Monet’s Water Lilies) as examples, combining flow theory and Stimulus-Organism-Response framework and using the experimental research method. The findings were: (1) the display methods of museum exhibits affected visitors' flow experience and intention to use VR; (2) flow experience had a significant mediating effect in the main effect, and (3) the familiarity with VR had a moderating effect on flow experience’s mediating effect. The findings enriched the research literature on VR usage and display methods in museums, providing a theoretical reference and strategic suggestions for enterprises developing museum exhibits and applying VR technology.