From Presence to Immersion: A Psychological Perspective on the User Journey in Immersive XR Art Environments

Purpose In the burgeoning Experience Economy, traditional cultural institutions are rapidly evolving into immersive phygital spaces. This study proposes an integrated theoretical framework, synthesizing the Stimulus-Organism-Response (S-O-R) model, Presence Theory, and Flow Theory, to investigate how VR/XR exhibition design attributes influence visitor psychology and long-term behavioral intentions. Design/methodology/approach A quantitative research design was employed, collecting data from 552 visitors at a high-profile immersive art exhibition in Ho Chi Minh City, Vietnam. The proposed model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the pathways from technological stimuli (Narrative Space and Interactivity) to internal psychological states (Sense of Presence and Sense of Immersion) and their subsequent impact on Memorable Experiences (ME) and behavioral outcomes (eWOM and Revisit Intention). Findings The empirical results support all proposed hypotheses. Specifically, both Narrative Space and Interactivity significantly foster a Sense of Presence, which serves as a vital precursor to the state of cognitive Immersion. Notably, Sense of Immersion was found to be a substantially stronger predictor of a Memorable Experience than the purely spatial Sense of Presence. Furthermore, the study confirms that a Memorable Experience acts as a powerful mediator, directly driving both positive electronic word-of-mouth and the intention to revisit. Practical implications The findings suggest that exhibition curators should prioritize narrative depth and interactive agency over mere hardware upgrades. Creating a deep sense of "cognitive flow" through storytelling is far more effective in generating lasting memories and organic digital promotion than relying solely on visual novelty. Originality/value This research contributes to the literature by establishing a holistic journey-based framework that tracks the participant experience from initial digital stimulus to post-visit behavior. By adapting the MTE scale specifically for digital art heritage, the study provides a new benchmark for evaluating success in the rapidly digitizing creative industries.