Intelligent Digitalization and Immersive Experience in Cross-Border E-Commerce Environment (II): The Mediating Effect in Static & Interactive Brand Involvement of Consumers for Brand Attachment Generation

This study explains how user-generated content (UGC) converts intelligent digitalization into immersive experience and brand involvement (BI) in cross-border e-commerce (CBEC). We propose and test a dual-path, dual-mediator model that analytically separates UGC information quality (credibility, timeliness, richness) from UGC interaction quality (responsiveness, feedback, cue variety). Information quality elevates embodied cognition, while interaction quality strengthens social presence, together shaping BI. Using a two-phase survey with seven-point Likert scales, we conduct reliability/validity checks, correlation analyses, hierarchical regressions, and mediation tests with robustness verification. Results show partial mediation from information quality to BI via embodied cognition (significant direct and indirect effects) and full mediation from interaction quality to BI via social presence (indirect-only). The measurement model exhibits high internal consistency and satisfactory convergent/discriminant validity. Theoretically, UGC is reframed as an experience-generating infrastructure in which static, diagnostic content scaffolds sensorimotor simulation and dynamic, reciprocal interaction consolidates copresence. Managerially, the model guides CBEC stakeholders: enterprises should orchestrate credible multimodal reviews and interactive communities; website operators should balance informational accuracy with interaction vitality; policymakers should strengthen authenticity, traceability, and digital literacy. The findings clarify when and how “information” and “interaction” jointly but differentially elevate BI and lay foundations for brand attachment.