{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,25]],"date-time":"2026-08-25T00:09:34Z","timestamp":1787616574948,"version":"build-2736575974"},"reference-count":66,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2025,1,16]],"date-time":"2025-01-16T00:00:00Z","timestamp":1736985600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100002631","name":"Gachon University","doi-asserted-by":"publisher","award":["GCU-202304760001"],"award-info":[{"award-number":["GCU-202304760001"]}],"id":[{"id":"10.13039\/501100002631","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Systems"],"abstract":"<jats:p>This study systematically analyzes and emphasizes the importance of VR exhibition experiences, a relatively under-researched area. It examines the effects of VR exhibition experiences on presence and interaction and the influence of interaction on presence. Additionally, how these factors impact user immersion and satisfaction is explored, and the relationship between exhibition immersion and satisfaction is analyzed. Specifically, this study investigates how virtual exhibition experiences, similar to those in physical galleries, provide a sense of reality, leading to immersion in the artwork and ultimately resulting in satisfaction. The findings reveal that, among the VR exhibition experience factors, entertainment, escapism, and aesthetic experiences positively (+) affected interaction, while educational experiences negatively (\u2212) influenced it. Furthermore, entertainment, escapism, and educational experiences positively influenced presence, whereas aesthetic experiences did not significantly impact it. Interaction significantly affected presence and positively influenced both immersion and satisfaction. Presence positively affected immersion but did not significantly affect satisfaction. Finally, immersion positively affected satisfaction. This study suggests that strategies that enhance interaction and presence are crucial in designing VR exhibition experiences. They also provide an important foundation for future research by systematically analyzing the relationships between presence, interaction, immersion, and satisfaction in VR exhibition experiences.<\/jats:p>","DOI":"10.3390\/systems13010055","type":"journal-article","created":{"date-parts":[[2025,1,16]],"date-time":"2025-01-16T06:46:10Z","timestamp":1737009970000},"page":"55","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":29,"title":["The Impact of VR Exhibition Experiences on Presence, Interaction, Immersion, and Satisfaction: Focusing on the Experience Economy Theory (4Es)"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0009-0004-7051-5269","authenticated-orcid":false,"given":"Sungbok","family":"Chang","sequence":"first","affiliation":[{"name":"Department of Digital Media Design, College of Arts, Cheongju University, Cheongju 28496, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-1530-3749","authenticated-orcid":false,"given":"Jungho","family":"Suh","sequence":"additional","affiliation":[{"name":"Department of Media Communication, College of Social Science, Gachon University, Seongnam 13120, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,1,16]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Li, J., Wider, W., Ochiai, Y., and Fauzi, M.A. (2023). A Bibliometric Analysis of Immersive Technology in Museum Exhibitions: Exploring User Experience. Front. Virtual Real., 4.","DOI":"10.3389\/frvir.2023.1240562"},{"key":"ref_2","doi-asserted-by":"crossref","unstructured":"Cheng, L., Xu, J., and Pan, Y. (2024). Investigating User Experience of VR Art Exhibitions: The Impact of Immersion, Satisfaction, and Expectation Confirmation. Informatics, 11.","DOI":"10.3390\/informatics11020030"},{"key":"ref_3","first-page":"656","article-title":"Virtual Reality in Museum: Exploring the User Experience of Exhibition Narrative","volume":"Volume 119","author":"Hu","year":"2024","journal-title":"Intelligent Human Systems Integration (IHSI 2024)"},{"key":"ref_4","unstructured":"Yang, L., Cheng, N., Jiang, P., and Noriega, P. (July, January 29). Virtual Museums: State of the Artz, Trends, and Challenges. Proceedings of the International Conference on Human-Computer Interaction, Washington, DC, USA."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"1471","DOI":"10.1007\/s10055-022-00643-5","article-title":"Museum Beyond Physical Walls: An Exploration of Virtual Reality-Enhanced Experience in an Exhibition-Like Space","volume":"26","author":"Boyd","year":"2022","journal-title":"Virtual Real."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"69","DOI":"10.1177\/0047287518818915","article-title":"Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model","volume":"59","author":"Kim","year":"2020","journal-title":"J. Travel. Res."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"547","DOI":"10.1016\/j.jbusres.2018.10.050","article-title":"The Impact of Virtual, Augmented, and Mixed Reality Technologies on the Customer Experience","volume":"100","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"46","DOI":"10.1080\/1743873X.2016.1251931","article-title":"User Experience Model for Augmented Reality Applications in Urban Heritage Tourism","volume":"13","author":"Han","year":"2018","journal-title":"J. Herit. Tour."},{"key":"ref_9","doi-asserted-by":"crossref","unstructured":"Lee, J., Kim, M., and Kim, J. (2017). A Study on Immersion and VR Sickness in Walking Interaction for Immersive Virtual Reality Applications. Symmetry, 9.","DOI":"10.3390\/sym9050078"},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"3013","DOI":"10.1109\/TVCG.2020.3043324","article-title":"New Media and Space: An Empirical Study of Learning and Enjoyment Through Museum Hybrid Space","volume":"28","author":"Rahimi","year":"2020","journal-title":"IEEE Trans. Vis. Comput. Graph."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"e2737","DOI":"10.1002\/jtr.2737","article-title":"Do Presence and Authenticity in VR Experience Enhance Visitor Satisfaction and Museum Re-Visitation Intentions?","volume":"26","author":"Choi","year":"2024","journal-title":"Int. J. Tour. Res."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"3586","DOI":"10.1080\/10447318.2022.2099399","article-title":"Virtual Reality in Museums: Does It Promote Visitor Enjoyment and Learning?","volume":"39","author":"Shahab","year":"2022","journal-title":"Int. J. Hum.-Comput. Interact."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"011208","DOI":"10.1117\/1.JEI.32.1.011208","article-title":"Digital Immersive Interactive Experience Design of Museum Cultural Heritage Based on Virtual Reality Technology","volume":"32","author":"Man","year":"2022","journal-title":"J. Electron. Imaging"},{"key":"ref_14","doi-asserted-by":"crossref","unstructured":"Zidianakis, E., Partarakis, N., Ntoa, S., Dimopoulos, A., Kopidaki, S., Ntagianta, A., Ntafotis, E., Xhako, A., Pervolarakis, Z., and Kontaki, E. (2021). The Invisible Museum: A User-Centric Platform for Creating Virtual 3D Exhibitions with VR Support. Electronics, 10.","DOI":"10.3390\/electronics10030363"},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"1226","DOI":"10.1108\/LHT-08-2020-0198","article-title":"Museum Engagement Visits with a Universal Game-Based Blended Museum Learning Service for Different Age Groups","volume":"40","author":"Hsu","year":"2021","journal-title":"Libr. Hi Tech."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"103229","DOI":"10.1016\/j.im.2019.103229","article-title":"Experiencing immersive virtual reality in museums","volume":"57","author":"Lee","year":"2020","journal-title":"Inf. Manag."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"314","DOI":"10.1177\/00472875231164987","article-title":"Effect of display methods on intentions to use virtual reality in museum tourism","volume":"63","author":"Wang","year":"2024","journal-title":"J. Travel. Res."},{"key":"ref_18","first-page":"97","article-title":"Welcome to the Experience Economy","volume":"76","author":"Pine","year":"1998","journal-title":"Harv. Bus. Rev."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"132","DOI":"10.1086\/208906","article-title":"The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun","volume":"9","author":"Holbrook","year":"1982","journal-title":"J. Consum. Res."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"603","DOI":"10.1162\/pres.1997.6.6.603","article-title":"A Framework for Immersive Virtual Environments (FIVE): Speculations on the Role of Presence in Virtual Environments","volume":"6","author":"Slater","year":"1997","journal-title":"Presence Teleoperators Virtual Environ."},{"key":"ref_21","unstructured":"Pine, B.J., and Gilmore, J.H. (1999). The Experience Economy: Work Is Theatre and Every Business a Stage, Harvard Business School Press."},{"key":"ref_22","first-page":"68","article-title":"The Moderating Role of Technology Acceptance in Consumer Engagement: VR Exhibition Experiences","volume":"121","author":"Kang","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"105","DOI":"10.1108\/10662240910927858","article-title":"The Role of Experiential Value in Online Shopping: The Impacts of Product Presentation on Consumer Responses Towards an Apparel Website","volume":"19","author":"Jeong","year":"2009","journal-title":"Internet Res."},{"key":"ref_24","doi-asserted-by":"crossref","unstructured":"Li, J., Nie, J., and Ye, J. (2022). Evaluation of Virtual Tour in an Online Museum: Exhibition of Architecture of the Forbidden City. PLoS ONE, 17.","DOI":"10.1371\/journal.pone.0261607"},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1177\/1470357217741938","article-title":"Adding \u2019Something More\u2019 to Looking: The Interaction of Artefact, Verbiage, and Visitor in Museum Exhibitions","volume":"19","author":"Blunden","year":"2020","journal-title":"Vis. Commun. Q."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"149","DOI":"10.1080\/15710880701311502","article-title":"Interconnecting: Museum Visiting and Exhibition Design","volume":"3","author":"Macdonald","year":"2007","journal-title":"CoDesign"},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"275","DOI":"10.1002\/jcp.25117","article-title":"Virtual Reality in Health System: Beyond Entertainment. A Mini-Review on the Efficacy of VR During Cancer Treatment","volume":"231","author":"Chirico","year":"2016","journal-title":"J. Cell Physiol."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"76","DOI":"10.30693\/SMJ.2023.13.01.76","article-title":"Presence Experience; Effect of the Experiential Exhibition Content","volume":"13","author":"Seol","year":"2024","journal-title":"Korean Inst. Smart Media"},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"2230","DOI":"10.1177\/1461444821993124","article-title":"Voices of the Unsung: The Role of Social Presence and Interactivity in Building Empathy in 360 Video","volume":"23","author":"Pimentel","year":"2021","journal-title":"New Media Soc."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1089\/cyber.2010.0100","article-title":"The Role of Immersion and Narrative in Mediated Presence: The Virtual Hospital Experience","volume":"14","author":"Gorini","year":"2011","journal-title":"Cyberpsychol. Behav. Soc. Netw."},{"key":"ref_31","doi-asserted-by":"crossref","unstructured":"Kim, M., Lee, J., Jeon, C., and Kim, J. (2017). A Study on Interaction of Gaze Pointer-Based User Interface in Mobile Virtual Reality Environment. Symmetry, 9.","DOI":"10.3390\/sym9090189"},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"53","DOI":"10.31336\/JTLR.2019.5.31.5.53","article-title":"The Effect of Smart Tourism Virtual Reality (VR) Experience Factors on Tourism Satisfaction and Behavioral Intention: Focused on the Moderating Effect of Presence","volume":"31","author":"Lee","year":"2019","journal-title":"J. Tour. Leis. Res."},{"key":"ref_33","first-page":"268","article-title":"The Effect of Presence Experience in Virtual Reality Sports Classes on Pleasure, Flow, and Intention to Participate in Sports Activities","volume":"40","author":"Kim","year":"2023","journal-title":"J. Appl. Sci. Technol. Korea"},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1177\/0047287507304039","article-title":"Measuring Experience Economy Concepts: Tourism Applications","volume":"46","author":"Oh","year":"2007","journal-title":"J. Travel. Res."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"455","DOI":"10.19030\/jabr.v31i2.9129","article-title":"An Examination of the Museum Experience Based on Pine and Gilmore\u2019s Experience Economy Realms","volume":"31","author":"Radder","year":"2015","journal-title":"J. Appl. Bus. Res.(JABR)"},{"key":"ref_36","first-page":"57","article-title":"A Study on the Influence of VR Experience and the Perception of Service Quality on Museum Visitors\u2019 Satisfaction and Revisit Intention","volume":"37","author":"Choi","year":"2022","journal-title":"Tour. Res."},{"key":"ref_37","first-page":"73","article-title":"The Effect of Brand Experience in the Metaverse on Consumer Attitude","volume":"37","author":"Lee","year":"2023","journal-title":"Korean Assoc. Broadcast. Telecommun. Stud."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"101912","DOI":"10.1016\/j.jretconser.2019.101912","article-title":"Effects of Perceived Interactivity of Augmented Reality on Consumer Responses: A Mental Imagery Perspective","volume":"52","author":"Park","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_39","first-page":"63","article-title":"The Impact of Haptic Mental Imagery Induced by Virtual Reality Interactivity on Dual Shopping Values","volume":"27","author":"Park","year":"2023","journal-title":"J. Home Econ. Res."},{"key":"ref_40","first-page":"JCMC325","article-title":"Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion","volume":"3","author":"Kim","year":"1997","journal-title":"J. Comp-Mediat. Commun."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"504","DOI":"10.1016\/j.im.2015.11.005","article-title":"E-learning continuance: The impact of interactivity and the mediating role of imagery, presence and flow","volume":"53","year":"2016","journal-title":"Inf. Manag."},{"key":"ref_42","first-page":"393","article-title":"The Impact of Presence Experience on the Resolution of Virtual Reality Devices","volume":"19","author":"So","year":"2019","journal-title":"J. Korea Content Assoc."},{"key":"ref_43","first-page":"559","article-title":"The Effect of VR Store Vividness on Immersion and User Satisfaction","volume":"45","author":"Yoon","year":"2021","journal-title":"J. Korean Soc. Cloth. Text."},{"key":"ref_44","first-page":"459","article-title":"With or Without You?","volume":"100","author":"Hudson","year":"2019","journal-title":"Interaction and Immersion in a Virtual Reality Experience. J. Bus. Res."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"641","DOI":"10.1016\/j.ijhcs.2008.04.004","article-title":"Measuring and Defining the Experience of Immersion in Games","volume":"66","author":"Jennett","year":"2008","journal-title":"Int. J. Hum. Comput. Stud."},{"key":"ref_46","first-page":"165","article-title":"A Study on the Effects of Virtual Content Experience Attributes on Flow, Satisfaction, and Behavioral Intention: Focused on AR, VR, and Metaverse Content","volume":"44","author":"Kim","year":"2022","journal-title":"Cult. Converg."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1108\/EMJB-10-2020-0106","article-title":"Memorable Tourism Experiences, Destination Image, Satisfaction, and Loyalty: An Empirical Study of Santorini Island","volume":"17","author":"Stavrianea","year":"2021","journal-title":"EuroMed J. Bus."},{"key":"ref_48","first-page":"321","article-title":"The Effects of VR Tourism Experience on Perceived Risk Areas on Satisfaction, Immersion, and WOM","volume":"20","author":"Koo","year":"2024","journal-title":"FoodService Ind. J."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1080\/01449290500331156","article-title":"Using Psychophysiological Techniques to Measure User Experience with Entertainment Technologies","volume":"25","author":"Mandryk","year":"2006","journal-title":"Behav. Inf. Technol."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"28","DOI":"10.1080\/15213260701853161","article-title":"Entertainment Is Emotion: The Functional Architecture of the Entertainment Experience","volume":"11","author":"Tan","year":"2008","journal-title":"Media Psychol."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"e2008","DOI":"10.1002\/cav.2008","article-title":"Enhancing Emotional Experience by Building Emotional Virtual Characters in VR Volleyball Games","volume":"32","author":"Bai","year":"2021","journal-title":"Comput. Animat. Virtual Worlds"},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"319","DOI":"10.1177\/02762374231221920","article-title":"Can Virtual Art Touch Your Heart?\u2014The Impact of Virtual Reality Art on Affect Considering Individual Characteristics and Aesthetic Experiences","volume":"43","author":"Gotthardt","year":"2023","journal-title":"Empir. Stud. Arts"},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"573","DOI":"10.1007\/s10055-022-00671-1","article-title":"Aesthetic Judgments of 3D Arts in Virtual Reality and Online Settings","volume":"27","author":"Gulhan","year":"2023","journal-title":"Virtual Real."},{"key":"ref_54","unstructured":"Vats, S., and Joshi, R. The Impact of Virtual Reality in Education: A Comprehensive Research Study. Proceedings of the International Working Conference on Transfer and Diffusion of IT."},{"key":"ref_55","doi-asserted-by":"crossref","unstructured":"Lin, X.P., Li, B.B., Yao, Z.N., Yang, Z., and Zhang, M. (2024). The Impact of Virtual Reality on Student Engagement in the Classroom\u2014A Critical Review of the Literature. Front. Psychol., 15.","DOI":"10.3389\/fpsyg.2024.1360574"},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"121","DOI":"10.1080\/10645578.2021.1907151","article-title":"Designing Soundscapes for Presence in Virtual Reality Exhibitions: A Study of Visitor Experiences","volume":"24","author":"Rudi","year":"2021","journal-title":"Visit. Stud."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"4134","DOI":"10.3390\/heritage6050218","article-title":"A Virtual Reality Museum to Reinforce the Interpretation of Contemporary Art and Increase the Educational Value of User Experience","volume":"6","author":"Tsita","year":"2023","journal-title":"Heritage"},{"key":"ref_58","doi-asserted-by":"crossref","unstructured":"Lee, K., and Oh, S. (2022). The Users\u2019 Intention to Participate in a VR\/AR Sports Experience by Applying the Extended Technology Acceptance Model (ETAM). Healthcare, 10.","DOI":"10.3390\/healthcare10061117"},{"key":"ref_59","doi-asserted-by":"crossref","unstructured":"Wang, M., Lee, J., Liu, S., and Hu, L. (2023). The Role of Emotional Responses in the VR Exhibition Continued Usage Intention: A Moderated Mediation Model. Int. J. Environ. Res. Public Health, 20.","DOI":"10.3390\/ijerph20065001"},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"162","DOI":"10.3390\/virtualworlds2020010","article-title":"Developing an Interactive VR CAVE for Immersive Shared Gaming Experiences","volume":"2","author":"Theodoropoulos","year":"2023","journal-title":"Virtual Worlds"},{"key":"ref_61","doi-asserted-by":"crossref","unstructured":"Jung, S., and Lindeman, R. (2021). Perspective: Does Realism Improve Presence in VR? Suggesting a Model and Metric for VR Experience Evaluation. Front. Virtual Real., 2.","DOI":"10.3389\/frvir.2021.693327"},{"key":"ref_62","doi-asserted-by":"crossref","unstructured":"Lv, H., Zhang, J., and Long, H. (2019, January 14\u201315). Research on the Development of Virtual Pavilion Based on Virtual Reality. Proceedings of the 2019 International Conference on Virtual Reality and Intelligent Systems (ICVRIS), Jishou, China.","DOI":"10.1109\/ICVRIS.2019.00024"},{"key":"ref_63","unstructured":"Chang, H.-L., Hu, H.-C., Wang, K., Tsaih, R., and Pu, L. (2018, January 26\u201330). How Design Features Lead to Visitors\u2019 Visit Intention Through Virtual Reality Experience: The Case of National Palace Museum. Proceedings of the Pacific Asia Conference on Information Systems, Yokohama, Japan."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"1212","DOI":"10.1080\/1369118X.2017.1411519","article-title":"How does immersion work in augmented reality games? A user-centric view of immersion and engagement","volume":"22","author":"Shin","year":"2019","journal-title":"Inf. Commun. Soc."},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"235","DOI":"10.1016\/j.chb.2014.07.025","article-title":"Short- and Long-Term Effects of Embodied Experiences in Immersive Virtual Environments on Environmental Locus of Control and Behavior","volume":"39","author":"Ahn","year":"2014","journal-title":"Comput. Hum. Behav."},{"key":"ref_66","doi-asserted-by":"crossref","unstructured":"Weibel, D., and Wissmath, B. (2011). Immersion in Computer Games: The Role of Spatial Presence and Flow. Int. J. Comput. Games Technol., 282345.","DOI":"10.1155\/2011\/282345"}],"container-title":["Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2079-8954\/13\/1\/55\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,8]],"date-time":"2025-10-08T10:29:53Z","timestamp":1759919393000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2079-8954\/13\/1\/55"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,1,16]]},"references-count":66,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2025,1]]}},"alternative-id":["systems13010055"],"URL":"https:\/\/doi.org\/10.3390\/systems13010055","relation":{},"ISSN":["2079-8954"],"issn-type":[{"value":"2079-8954","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,1,16]]}}}