Sustaining Digital Museum Engagement Across Generations: Evidence from the China National Silk Museum

Digital museums have become an important means of expanding public access to cultural heritage, yet many immersive exhibitions still struggle to convert initial engagement into continuance intention. This study examines how immersive digital museum experiences are cognitively translated into sustained engagement across generations. By integrating the Technology Acceptance Model with immersion theory, this study constructs an analytical framework linking immersive experience, TAM beliefs and continuance intention. Using the China National Silk Museum digital exhibition as a case study, 312 valid responses from Generations X, Y, and Z were analysed using PLS-SEM, MICOM, and PLS-MGA. The full-sample results show that all proposed paths were positive and significant. Telepresence, imagination, and interactivity enhanced perceived ease of use and perceived usefulness, and both TAM beliefs promoted continuance intention. The indirect-effect analysis further confirmed that immersive experience contributed to continuance intention through TAM beliefs. Multigroup analysis revealed that the three cohorts differed mainly in the belief-formation stage, especially in how immersive experience shaped perceived ease of use and perceived usefulness. Generation X was characterised by stronger effects of telepresence on perceived ease of use, interactivity on perceived usefulness, and perceived ease of use on continuance intention. Generation Y was characterised by a stronger usefulness-driven continuance pathway. Generation Z showed the strongest sensitivity to immersive experience, especially in the effects of imagination on perceived usefulness and interactivity on perceived ease of use. These findings identify a cognitive translation mechanism and generational boundary conditions through which immersive digital heritage experiences may support sustained engagement.