The growing number of museums attempts to apply virtual reality technology to enhance the visitors’ experience, and significant research effort has been also made in the area of modeling the relics in VR. However, the studies on the real effects of the VR exhibition are less. In this paper, we draw upon the stimulus–organism–response (S- O-R) framework to theorize how system design features stimuli make an effect on the visitors’ experience of National Palace Museum’s VR exhibition, which in turn impacts the visit intention. Three types of design features are examined: interactivity, vividness, and realism. Additionally, we are interested in two types of VR experience: immersion and involvement. Furthermore, the study compares the VR effects across different kinds of relics (artifact, painting and calligraphy). The results of findings show that all of design features impact on immersion level for all relic types. Only for the calligraphy, the vividness impact on the involvement level, and only for the artifact, the interactivity impact on the involvement level.