Open Access

ARTICLE

From experience to co-creation intention dual pathways in interactive immersion and in digital intangible cultural heritage context outcomes with digital cultural engagement moderation

Chun Chen¹, Xing Wang^2,*, Xinwei Su^3,4,*
1 School of Tourism and Wellness, Changzhou Vocational Institute of Industry Technology, Changzhou, China
2 School of Economics and Management, Shandong Agriculture and Engineering University, Jinan, China
3 School of Tourism, Liming Vocational University, Quanzhou, China
4 International College, Krirk University, Bangkok, Thailand
* Corresponding Author: Xing Wang. Email: ; Xinwei Su. Email:

Journal of Psychology in Africa https://doi.org/10.32604/jpa.2026.078879

Received 09 January 2026; Accepted 03 June 2026; Published online 28 July 2026

Abstract

This study examined emotional value and cultural resonance mediation of the immersive experience and perceived interactivity in digital intangible cultural heritage (ICH) outcomes, with digital cultural engagement moderation. Survey data from 525 visitors to a Changzhou Museum digital exhibition (46.9% female, 21.5% international). Structural equation modeling findings indicate that immersive experience was associated with higher perceived interactivity. Cultural resonance was the strongest predictor of co-creation intention. Emotional value and cultural resonance mediated the immersive experience associated with perceived interactivity relationship for higher co-creation intention. Digital cultural engagement moderated the perceived interactivity and emotional value relationship with cultural resonance to be stronger. The study contributes to the literature by extending the stimulus–organism–response (S–O–R) framework, clarifying the emotional–cultural–behavioral mechanism underlying digital ICH experiences. Based on these findings, the development of immersive digital heritage platforms should prioritize narrative-driven immersive design, enhance emotionally engaging interactive features, and facilitate users’ cultural interpretation and participation to promote cultural co-creation.

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Keywords

Digital intangible cultural heritage; immersive experience; co-creation intention; digital cultural engagement

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