02073nas a2200265   4500000000100000008004100001653002500042653001900067653003400086653002100120653001100141653001000152653001400162653002600176653002500202653003200227653002000259653003100279100001800310700001200328700001500340245009800355856015400453520120000607                                       d10aAesthetic preference10aChinese operas10aIntangible cultural heritages10aIntention to use10aLearn+10aMusic10aNew media10aPerceived ease-of-use10aPerceived usefulness10aTechnology acceptance model10aVirtual reality10aVirtual reality technology1 aYu-Peng Jiang1 aChen Su1 aXin-Can Li00aVirtual Reality Technology for the Digital Dissemination of Traditional Chinese Opera Culture  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85188460995&doi=10.1080%2f10447318.2024.2327180&partnerID=40&md5=485828c05027f2846d16dd883afa726b3 aTraditional opera, vital to China’s intangible cultural heritage (ICH), is grappling with low dissemination efficiency and an inability to meet evolving aesthetic preferences in the era of new media. We combined virtual reality (VR) technology with traditional Chinese opera (TCO) to allow users to learn about this musical art form through an immersive experience and facilitate its digital diffusion. To verify this approach’s effectiveness, this research involved the construction of a hypothetical model based on the technology acceptance model (TAM), then surveys were administered to 340 participants and data were analyzed using SPSS26 and AMOS27. The results indicate that perceived visual design positively impacted perceived usefulness (PU), self- efficacy and personal innovativeness had significantly positive impacts on perceived ease of use (PEOU). Moreover, perceived playfulness exerted a noticeable impact on PU, PEOU, and intention to use (ITU), PU and PEOU indirectly influenced ITU through attitude. Our findings provide theoretical support for predicting public acceptance of learning about TCO through VR and insight into the transmission of other ICH items through VR.