Investigation of virtual reality visits within the scope of the extended technology acceptance model

This study aims to examine the flow experiences of individuals engaging in virtual reality (VR) based museum visits and their intentions to continue using such experiences by drawing on the Technology Acceptance Model and telepresence theory. Data were collected in Türkiye from 342 participants between March 1 and August 15, 2023, using convenience and purposive sampling, and were analyzed with Smart PLS. The results indicate that vividness and interactivity positively influence telepresence. In turn, telepresence, perceived usefulness, and perceived ease of use positively affect flow experience. Flow experience also has a significant positive effect on continued use, representing the strongest relationship in the model. Furthermore, flow experience acts as a mediator between the TAM constructs and continued use. Overall, the findings suggest that VR-based museum visits have a positive impact on individuals. This study focuses solely on VR-based museum visitors in Türkiye, which limits the generalizability of the findings. Moreover, constraints related to the data collection method and the relatively small sample size should be taken into consideration in future research. This study examines the effects of vividness and interactivity on telepresence, and the impact of telepresence on the flow experience, within an integrated conceptual framework based on the TAM. It also explores the role of flow experience in the sustained use of VR-based museum visits. Overall, the study contributes to the literature by providing a more comprehensive understanding of user behavior in VR-based museum experiences.