Understanding exhibition image in digital exhibitions: an application of cognitive appraisal theory

ABSTRACTBased on cognitive appraisal theory, this study examines the effects of visitors’ embodied cognition on exhibition images via the mediation of flow experience and the moderation of technical interactivity. Using a scenario-based experimental design, this research examined the direct effects of embodied cognition on exhibition images in Study 1, the mediating effects of flow experience in Study 2, and the moderating effects of technical interactivity in Study 3. The findings contribute to research on flow experiences in the exhibition industry, expand the breadth of the application of cognitive appraisal theory to digital exhibitions, and provide suggestions for organizing digital exhibitions.KEYWORDS: Digital exhibitioncognitive appraisal theoryembodied cognitionflow experienceexhibition imagetechnical interactivity AcknowledgmentsWe also thank the students of the Department of Exhibition Economics and Management, Huaqiao University for providing data research support.Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Huaqiao University High-Level Scholars Foundation [grant number 21SKBS003].