Immersed in Art: The Impact of Affinity for Technology Interaction and Hedonic Motivation on Aesthetic Experiences in Virtual Reality

Viewing artworks through virtual reality (VR) offers a unique experience, yet understanding how individual traits and motivations affect this process requires further exploration. In this study, we empirically examined the factors influencing aesthetic experiences when viewing artworks in VR. We conducted two experiments using a between-subjects design with VR and 2D videos based on a virtual tour of the Sydney Opera House and an artistic interpretation of Vincent van Gogh's paintings as stimuli. Our moderated mediation analyses identified two pathways through which VR influences aesthetic experiences: a cognitive pathway and an affective pathway. The cognitive pathway reveals that VR enhances the sense of agency and immersion, enriching the aesthetic experience for individuals with a high affinity for technology. The affective pathway shows that VR increases narrative transportation and immersion, enhancing the aesthetic experience particularly for those with strong hedonic motivations.