From familiarity to dissemination:the mediating role of immersive VR experience in cross-cultural engagement

As the digital transformation of global cultural heritage continues to advance, virtual reality (VR) has emerged as an important medium for cultural dissemination and cross-cultural communication. However, existing research has primarily focused on the outcomes of VR-based cultural experiences, while the psychological mechanisms through which such experiences shape cultural dissemination intentions remain insufficiently understood. Using the large scale immersive VR art exhibition “Gaudí” as a case study, this research examined the mediating role of VR experience in the relationship between cultural familiarity and cultural dissemination intention. An explanatory sequential mixed-methods design was employed. Quantitative data were collected from 239 participants and subsequently complemented by 15 semi structured interviews to provide an in-depth interpretation of the statistical findings. The quantitative results indicated that cultural familiarity significantly predicted cultural dissemination intention, while VR experience fully mediated this relationship. Qualitative findings further revealed that spatial reconstruction, immersive narrative design, and multisensory engagement were key factors facilitating cultural understanding. These experiential features also appeared to compensate, to some extent, for participants’ limited prior cultural knowledge, enabling them to progress from initial sensory engagement toward deeper cultural understanding. The findings not only clarify the mechanism through which cultural familiarity influences cultural dissemination intention but also extend theoretical explanations of immersive media in the context of cross cultural communication. More importantly, the results suggest that VR functions not merely as a medium for presenting cultural content but also as an experiential mechanism that facilitates cultural understanding and encourages dissemination intentions. These findings provide theoretical support and practical implications for digital cultural heritage exhibitions, cross-cultural communication practices, and the design of immersive cultural experiences.