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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.

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.

PurposeThis paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.Design/methodology/approachThe authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.FindingsThe authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.Practical implicationsThis study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.Originality/valueThis research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.

PurposeThis study aims to measure the effect of augmented reality (AR) on immersive experiences, place satisfaction, user engagement and perceived authenticity.Design/methodology/approachThe population of the research consists of museum visitors visiting the Sakip Sabanci Museum in Turkey, which provides an interactive experience to the audience using AR technology via iPads. The data were collected both online and offline. The research was carried out with 397 questionnaire forms. The hypotheses were tested through smart partial least squares (PLS) 3.FindingsImmersive experience positively affects place satisfaction, user engagement and perceived authenticity. It was also concluded that user engagement and perceived authenticity mediated the relationship between immersive experience and place satisfaction.Research limitations/implicationsThe entire universe could not be reached, as the study had limitations in terms of time, cost, accessibility and control difficulties. Therefore, the study was carried out with 397 visitors who visited the Sakip Sabanci Museum (SSM) in Turkey and used AR technology.Practical implicationsThe study emphasized the importance of AR in cultural tourism. The interactions of museum visitors with AR can be greatly enhanced by immersive experiences. Expanding AR to provide different experiences can increase the number of visitors.Originality/valueAlthough there are recent studies on AR, it seems insufficient to investigate and empirically examine this subject in the context of museums. No studies conducted in Turkey have investigated the current topic of this study. Conducting this research in Turkey with the proposed research model will make the topic easier to understand, proving the study's originality.

Purpose The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism. Design/methodology/approach This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV. Findings The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments. Originality/value This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.

Video website operators work in a highly competitive market and, thus, cultivating evangelists who keep coming back and spreading positive word-of-mouth (WOM) referrals is important to retain market share and boost sustainability. This study empirically tests a model proposing that social presence elicited by the emerging bullet screen (\"DanMu\" in Chinese or \"Danmaku\" in Japanese) system in video websites serially affects immersive experience and perceived benefits, which in turn influence viewers' e-loyalty. Data collected from 523 participants provide strong support for the proposed model. The results indicate that compelling immersive experience and perceived benefits are important mediators explaining the theoretical mechanism of how social presence affects loyalty. The presence of moderators such as group identification reinforces the influence of social presence on immersion. In addition, this study also suggests that perceived benefits differentially affect the two facets of e-loyalty (i.e., revisit intention and positive WOM). Specifically, revisit intention is mainly driven by the perceived hedonic benefit while positive WOM likelihood is largely determined by the utilitarian and social benefits. This study is the first to provide theoretical insights into understanding how increased social presence triggered by DanMu comments inspires the desired e-loyalty responses.

Purpose: This study aims to develop a model with the topic of Live Streaming in the context of E-Commerce of SMEs Fashion Products using independent variables of visibility, metavoicing, atmosphere clue, expertise and likeability with mediating variables of Immersive experience and parasocial relationship and dependent variables purchase intention.   Methods: This study used a sample of 390 respondents. Testing of models and hypotheses is carried out using Structural Equation Modeling (SEM) using AMOS software. Sampling was carried out purposively with the criteria of respondents aged at least 17 years, have at least one e-commerce account (eg shopee, Tokopedia, Lazada) and have never made a transaction or purchased at the store.   Resullt and Discussion: Through the validation carried out in this study on practical findings, it is hoped that it will become a marketing tool for business people, especially in this case MSME fashion products in order to develop their business in the context of applying live streaming commerce strategies.   Research Implication: Through the validation carried out in this research, it is hoped that the practical findings will become a marketing tool for business people, especially in this case MSME fashion products, so that they can develop their business in the context of implementing live streaming commerce strategies.   Originality/Value: The conclusion that can be obtained is the discovery of new theories and conceptual models that can be used as material for hypothesis testing that can be carried out in further research.

The retail industry driven by the emergence of advance technologies as well as changing consumer behaviour has evolved significantly. The metaverse offers vast potential for sustainable retail and has emerged as a transformative force in the world of digital experiences. By embracing the metaverse technologies, sustainable retail businesses can pioneer innovative solutions that can promote environmental and social sustainability while enhancing operational efficiencies and consumer’s immersive engagements and experiences. This paper delves into the emerging applications of the metaverse in shaping sustainable retail practices and additional revenue stream. It also examines the potential risks and challenges associated with integrating metaverse technologies into sustainable retail strategies.

Objective: The objective of this study is to explores the current problems of rural tourism in Yuanyang Turnip Kou through the study of the immersion concept, and its main purpose is to explore the development strategy of rural tourism in Turnip Kou under the immersion concept, and its ultimate goal is to promote the economic   Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. Immersive experience stand out, providing a solid basis for understanding the context of the investigation.   Method: The methodology adopted for this research comprises case study, and the specific practice and effect of immersive experience in rural tourism improvement are analyzed through interviews and observations. Focus on examining the immersive experience concept, implementation process, participant feedback and impact on local economic, social and cultural development of art projects.   Results and Discussion: Combining rural tourism and immersive experience is conducive to creating colorful rural tourism activities and enhancing the interest of tourists in the tourism process.   Research Implications: This study provides valuable concept of immersive experience, this paper will analyze the characteristics of immersive experience and the development of tourism in Qingkou Village, and discuss the application method of immersive experience in rural tourism, so as to promote the sustainable development of rural tourism in Qingkou Village in Yuanyang.   Originality/Value: This study has great significance to study the design strategy of immersive rural tourism using the terraced fields of Turnip Kou Village in Yuanyang, China as a case study. Combining local culture with the concept of immersive experience, creatively designing rich experience programmes, such as farming interaction and handicraft experience, will deepen tourists' understanding of local culture. Enhance the experience with the help of modern technology, such as virtual reality. This move not only taps into local culture, but also promotes the sustainable development of rural tourism.

PurposeThis paper aims to use Bayesian network (BN) methodology complemented by machine learning (ML) and what-if analysis to investigate the impact of digital technologies (DT) on logistics service quality (LSQ), employing the service quality (SERVQUAL) framework.Design/methodology/approachUsing a sample of 244 Italian firms, this study estimates the probability distributions associated with both DT and SERVQUAL logistics, as well as their interrelationships. Additionally, BN technique enables the application of ML techniques to uncover hidden relationships, as well as a series of what-if analyses to extract more knowledge.FindingsThe results show that the average probability of firms investing in DT for analytics (DTA) is higher than that of investing inDT for immersive experiences (DTIE). Furthermore, adopting both offers only a moderate likelihood of successfully implementing SERVQUAL logistics. Additionally, certain technologies may not directly influence some SERVQUAL dimensions. The application of ML reveals hidden relationships among technologies, enhancing the predictions of SERVQUAL logistics. Finally, what-if analyses provide further insights to guide decision-making processes aimed at enhancing SERVQUAL logistics dimensions through DTA and DTIE.Originality/valueThis research delves into the influence of DTIE and DTA on SERVQUAL logistics, thereby filling a gap in the existing literature in which no study has explored the intricate relationships between these technologies and SERVQUAL dimensions. Methodologically, we pioneer the integration of BN with ML techniques and what-if analysis, thus exploring innovative techniques to be used in logistics and supply-chain studies.