ScholarWorks@중앙대학교

초록

Immersive performances that blend digital technology, creative culture, and tourism have become a significant force in the global economy. In China, this sector is rapidly growing because of technological advancements and evolving consumer habits. This study is grounded in flow theory and presence theory. It examines how flow experience, experience value, and flow influence individuals’ satisfaction with performances, as well as the role of presence in this process. The study uses structural equation modeling (SEM) with SmartPLS 4.0 software. It examines how flow experience impacts satisfaction, both directly and through experience value and flow. The results indicate that flow experience, experience value, and flow significantly enhance satisfaction. Experience value and flow also serve as intermediaries between flow experience and satisfaction. Moreover, presence enhances the relationship between flow experience and satisfaction, as well as between flow and satisfaction. The significance of this study lies in its broadening of the understanding of immersive performances. It provides practical directions for maximizing audience immersion by verifying the mediating effect of experience value on flow and the moderating effect of presence.

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