User Responses to VR-Based Art Presentation

Immersive technologies are increasingly used to present complex visual content, yet the mechanisms through which virtual reality presentation shapes users’ motivational responses remain insufficiently understood. This study compares VR-based and conventional image-based presentations of the classical Chinese painting *Along the River During the Qingming Festival* and develops a moderated mediation model linking presentation modality to students’ willingness to learn. The study contributes to human–computer interaction research by explaining how immersive presentation design and individual differences jointly shape user responses in digital art-learning environments. It also provides practical implications for designing more engaging and user-sensitive VR experiences for art education and digital cultural communication.