TY  - EJOU
AU  - Chen, Chun 
AU  - Wang, Xing 
AU  - Su, Xinwei 

TI  - From experience to co-creation intention dual pathways in interactive immersion and in digital intangible cultural heritage context outcomes with digital cultural engagement moderation
T2  - Journal of Psychology in Africa

PY  - 
VL  - 
IS  - 
SN  - 1815-5626

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

DO  - 10.32604/jpa.2026.078879