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This study investigates how implementing VR technology in live music concerts impacts participants’ emotional perceptions and subsequent behaviors, drawing upon the flow theory. The findings demonstrate that the perceived flow experience of VR concert attendees, encompassing cognitive absorption, time distortion, and enjoyment, significantly influences positive affects, subjective well-being, and post-behaviors. Moreover, the degree of telepresence moderates the relationship between flow experience and positive affects in the VR concert setting. The study provides in-depth theoretical and practical implications stemming from these findings and suggests avenues for future research.

Exploring the role of flow experience and telepresence in virtual reality (VR) concerts