Immersive User Engagement in Virtual Art Exhibitions: An Empirical Study on Interaction Design Based on Social Media

This study explores the role of interaction design in enhancing immersive experiences and fostering user engagement within social media-based virtual art exhibitions. Set against the backdrop of rapidly expanding digital cultural consumption, particularly on platforms such as Douyin and WeChat, the research addresses the growing importance of interactivity, immersion, and perceived usefulness in shaping user behavior. Drawing upon theoretical foundations from Human-Computer Interaction (HCI), immersion theory, and Self-Determination Theory (SDT), a quantitative research design was employed. An online survey collected 380 valid responses from users who had attended at least one virtual art exhibition, providing a diverse sample of young digital audiences in China. Data were collected through an online survey of 380 participants who had attended at least one virtual art exhibition. Structural equation modeling (SEM) was conducted using SmartPLS to examine the hypothesized relationships. The findings indicate that both immersive experience and perceived usefulness serve as significant mediators in the relationship between interaction design and user engagement. Specifically, immersive experience strengthens users’ emotional involvement, while perceived usefulness translates experiential value into cognitive and behavioral engagement. This research contributes to the growing body of knowledge on digital cultural consumption by revealing how thoughtfully designed technological interfaces can stimulate users’ intrinsic motivation, thereby encouraging deeper and more sustained engagement in virtual cultural experiences. Practically, the study offers platform-specific design recommendations for cultural institutions, suggesting differentiated strategies across social media environments. Theoretically, it enriches S-O-R and SDT applications by clarifying the dual mediating roles of immersion and perceived usefulness.