Abstract
The evolution of digital technology offers virtual reality environment to escape and redefines visitor engagement in exhibitions. This study proposed a theoretical model that delineates the influence of perceived escapism on visitor engagement, encompassing various digital experience variables. Moreover, it categorizes digital exhibition engagement into two dimensions: breadth and depth of engagement. Focusing on the experience of viewing the Sanxingdui digital exhibition, an online survey was conducted and analyzed, with a sample of 464 participants in China. The findings of this investigation unveil several key insights: (a) Perceived escapism exhibits a positive correlation with visitor engagement; (b) Mediating effects of entertainment, immersion, and flow experience exist between perceived escapism and visitor engagement, with flow experience emerging as the most significant mediator; (c) Digital literacy negatively moderates the mediating effect of perceived escapism and immersion experience. Consequently, enhancing visitor engagement in digital exhibitions can be achieved by exhibition designers considering the diverse patterns of social interaction among visitors and creating a personalized and interactive escape environment.
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