The influences of immersive sensory cues on immersive experience recommendation intentions in a digital exhibition: A cognitive-affective-conative model

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.