Sharleen Xiaolian Chen, Hung-Che Wu, Denian Cheng
This study proposes and tests a structural model comprising immersive sensory cues, cognitive immersion, immersive experience satisfaction, and immersive experience recommendation intentions in digital exhibitions based on the extended cognitive—affective—conative model. Data were collected from 475 audiences who visited the teamLab SuperNature of Macau and analyzed via SPSS and AMOS 6.0. The results display that the dimensions of immersive sensory cues were found to positively influence the dimensions of cognitive immersion, which in turn lead to experience recommendation intentions through immersive experience satisfaction; immersive experience involvement moderates the relationship between perceived enjoyment and immersive experience satisfaction and the relationship between perceived attractiveness and immersive experience satisfaction. The findings of this study benefit digital event marketers and designers by leveraging immersive technology-related sensory cues to improve exhibition attendees— immersive experience satisfaction and recommendation intentions. Copyright © 2025 Cognizant, LLC.
Faculty of Creative Tourism and Intelligent Technologies, Macao University of Tourism, Colina de Mong-Há, Macau, China; Business School, Nanfang College Guangzhou, Guangzhou, Guangdong Province, China; Department of Management, Faculty of Economics and Business, Universitas Brawijaya, Jawa Timur, Indonesia
