Journal of Global Research in Education and Social Science

Aim: This study investigated the effect of immersive extended reality (XR) virtual art exhibitions on art purchase intentions among Chinese university students. Based on the Technology Acceptance Model (TAM), it examined the effects of perceived usefulness, perceived ease of use, and immersion (flow experience) on purchase intention in XR-based commercial art environments.

Method: A survey experiment was conducted in which 300 Chinese university students visited a VR art exhibition and completed a questionnaire measuring TAM constructs, immersion, and purchase intention.

Results: The analysis indicated that exposure to virtual exhibitions substantially increased perceived usefulness and, consequently, purchase intention. Perceived usefulness and perceived ease of use were positively associated with art purchase intention, and perceived usefulness partially mediated this relationship. The TAM framework was strongly supported in the XR art context, with perceived usefulness and perceived ease of use jointly accounting for 66% of the variance in purchase intention.

Implications: Greater immersion in virtual art exhibitions can increase consumer engagement and willingness to purchase. Retailers and platforms should create intuitive and immersive XR environments to support art sales. The findings inform e-commerce strategies in the art market and clarify the theoretical contribution of TAM research in immersive environments.

Originality: This study is among the first empirical investigations of Chinese university students in a commercial art XR environment and provides evidence of how immersion in virtual exhibitions shapes art purchase intention. It offers practical insights for the use of XR technology in art marketing and contributes to understanding technology acceptance on emerging digital art platforms.