How Immersive VR Technology Enhances Learning Effectiveness?

Purpose - This study aimed to investigate the impact of immersive virtual reality (VR) technology on learning effectiveness in museum environments by integrating experience economy theory and flow theory. Design/methodology/approach - Survey data were collected from 200 participants who experienced VR in a museum setting. A PLS path analysis was conducted to examine the relationships between key variables. Findings - The study found that the three main VR features interactivity, vividness, and novelty had significant positive effects on the four experiential dimensions of the experience economy: educational, entertainment, escapist, and esthetic experiences, with the exception of novelty not impacting esthetic experience. Among these dimensions, only educational experiences significantly influenced perceived learning effectiveness, and this relationship was mediated by the flow state. Research implications or Originality - This research provides valuable insights into how immersive VR can enhance learning effectiveness in museums. It emphasizes the importance of focusing on educational experiences and suggests that achieving a flow state is crucial for improving learning outcomes in VR-based museum experiences.