Identifying key factors influencing immersive experiences in virtual reality enhanced museums.

This study investigates how virtual reality (VR) technology shapes immersive experiences in museum environments. It aims to identify the critical factors that determine the quality and effectiveness of immersion and to explore whether overlooked peripheral elements-beyond core constructs such as the Technology Acceptance Model (TAM)-significantly influence user experience. To address these questions, a multi-dimensional, hierarchical indicator framework was developed, encompassing technical, behavioral, and cultural dimensions. The Analytic Hierarchy Process (AHP) was employed to analyze weighted evaluations from expert panels in China and South Korea.The results indicate that core technical indicators-such as Perceived Usefulness and Perceived Ease of Use-received the highest weights, reaffirming the explanatory power of TAM in VR-based museum applications. Meanwhile, peripheral indicators-including Interactivity, Atmosphere Building, Regional Characteristics, and Authority-played a moderating role in enhancing user engagement, contextual coherence, and trust. These findings reveal deeper psychological and cultural drivers of immersive experiences. Accordingly, this study proposes a conceptual framework that moves beyond technological determinism by integrating user motivation and cultural context, offering both theoretical insight and practical guidance for optimizing VR exhibition design in museums undergoing digital transformation.