A new pathway to explore visitors' experiential states in immersive digital exhibitions
Juhee KangPurpose
The use of advanced digital technologies has become a prominent trend in the immersive digital exhibition sector. This study empirically tests a theoretical framework, explaining how visitor experiential states activate cognitive processing and influence positive attitudes and behaviors. This study examines the moderating role of pre-show information in enhancing attitudes toward the exhibitions.
Design/methodology/approach
This study employs structural equation modeling (SEM) to examine proposed relationships. Data were collected from 354 participants who visited immersive digital exhibitions within the past year. To examine the role of the moderator, pre-show information, in the proposed relationship, a multi-group analysis was conducted.
Findings
Results show that immersion, escapism, and enjoyment influenced cognitive information processing, which enhanced positive attitudes, visitors' willingness to pay and word-of-mouth. Prior knowledge further enhanced visitor attitudes. Theoretically, this study contributes to the role of cognitive processing in linking visitor experiential states to attitudinal and behavioral outcomes. Exhibitions should prioritize interactive and emotionally resonant features to cultivate deeper psychological engagement.
Practical implications
This study provides practical insights to help exhibition practitioners design immersive experiences by utilizing enjoyment, immersion, and escapism. By developing meaningful connections between immersive technologies and informational content, exhibition practitioners can optimize visitors' experiential states and generate favorable behavioral outcomes, including word-of-mouth and willingness to pay more.
Originality/value
This study is among the first to apply cognitive appraisal theory (CAT) to explain the mechanisms of interpreting visitor experiences at immersive digital exhibitions. Although immersive digital exhibitions often elicit strong memories through innovative digital elements, research on the underlying mechanisms through which consumers cognitively evaluate and emotionally interpret their experiences remains limited.