Research on College Students’ Behavior in Calligraphy Courses Within a Virtual Learning Environment Based on SVVR: A Convergent Model Approach of Coolness Theory, VAM and TAM

Utilizing SVVR educational materials in calligraphy courses can yield diverse educational effects, while it remains a rather novel instructional approach for students. Considering that the popularity of SVVR educational materials directly influences teaching effectiveness, it is imperative to do further research on students’ cognition to enhance their acceptance of SVVR educational materials. Therefore, adopting the Coolness Theory, Value Adoption Model (VAM), Technology Acceptance Model (TAM), and Innovation Diffusion Theory (IDT), we have developed a novel structural equation model to investigate the behavioral inclination of students toward utilizing SVVR educational materials. The model includes external variables such as perceived value (PV), perceived enjoyment (PE), perceived vividness (PVV), immersion (IM), information quality (IQ), and perceived coolness (PC). Simultaneously, self-innovation (SINN) is regarded as a moderating variable in the relationship between perceived usefulness (PU) and perceived value (PV). A cohort of 401 participants was verified, and the findings were examined utilizing a structural equation model (SEM). The findings indicated that the inclination of college students to utilize SVVR educational materials was strongly influenced by two factors: PU (
$\beta =0.252$
,
$\text{P} < 0.01$
) and ATT (
$\beta =0.572$
,
$\text{P} < 0.001$
). Furthermore, PC (
$\beta =0.257$
,
$\text{P} < 0.001$
) and PU (
$\beta =0.646$
,
$\text{P} < 0.001$
) exhibited a positive effect on ATT. 2) PV (
$\beta =0.404$
,
$\text{P} < 0.001$
), PVV (
$\beta =0.348$
,
$\text{P} < 0.001$
), and IQ (
$\beta =0.239$
,
$\text{P} < 0.001$
) had a positive effect on PU, IM (
$\beta =$
-0.182,
$\text{P} < 0.01$
) had a negative effect on PU, while PE (
$\beta =0.010$
) had no direct effect on PU. IQ (
$\beta =0.657$
,
$\text{P} < 0.001$
) was positively correlated with PC. 3) Additionally, SINN negatively affects the association between PV and PU within a certain range. These findings provide useful insights and guidance for developing and utilizing SVVR educational materials for university art classes. Simultaneously, the validity of the convergence model is verified, which provides an extended methodology for applying the theoretical model.