Information technologies provide important opportunities for museums to create more engaging visitor experience. This study collaborates with National Palace Museum and focuses on investigating whether virtual reality is an effective communication medium for museum exhibition. We compare three communication mediums-- video, website and virtual reality and investigate their impacts on user experience, in terms of engagement and attention. We are also interested in the role of users’ personality and their prior experience of communication media in moderating these effects. The results of findings show that virtual reality can catch more attention from user, and attention enforces their engagement, which leads to better user experience. Furthermore, personality and relative experience are both insignificant in mediating the relationship between engagement and visit intention, but we found that when using communication medium, extravert can have higher attention than the other users, which deserve more study in the future.