Understanding of non-immersive virtual reality technology in the context of museums via the lens of stimulus–organism–response (S–O–R) and aesthetics frameworks

Guided by the Stimulus–Organism–Response (S–O–R) and aesthetics frameworks, this research investigated the impacts of non-immersive virtual reality (VR) aesthetics on visitors’ perceived utilitarian and hedonic values, attitudes toward VR, and visit intention. Three hundred and thirty-five respondents who had completed a virtual guided tour provided by the Hong Kong Railway Museum by using personal devices such as computers and smartphones without having the aid of more advanced technologies were surveyed. The results revealed that design aesthetics, interactivity aesthetics, and presence aesthetics of VR could strongly predict users’ cognitive and emotional reactions regarding their perceptions of utilitarian and hedonistic values, their attitude toward using VR, and their intention to visit the museums, with the exception that interactivity aesthetics was found to have no effects on the perceived utilitarian values. This study contributed by providing a newly formulated and tested theoretical framework that aids understanding of the role of aesthetics in VR technology in the specific context of museums. It also sheds light for museum operators on how VR innovation can evoke positive responses and attract more visitors. © 2024 Informa UK Limited, trading as Taylor & Francis Group.