Modeling immersion pathways in XR-based cultural heritage IP narrative experiences: an integrated approach based on TAM, experience economy, and grounded theory

Introduction Mobile extended reality (XR) heritage storytelling is increasingly experienced on smartphones in short, interruptible sessions, where behavioral intention may be shaped by immediate in-use responses rather than extended post-experience reflection. Using the Great Wall E-tour (云游长城) WeChat Mini Program as the research context, this study examines how technical appraisal, narrative design, and experiential value are associated with immediate post-experience behavioral intention through affective, cultural, and immersion-related mechanisms. Methods We adopted an exploratory sequential mixed-methods design. A grounded-theory-informed qualitative phase provided experience-near support for the mechanism account and helped contextualize the constructs. This was followed by a post-experience survey analyzed with confirmatory factor analysis, structural equation modeling, and bias-corrected bootstrapped mediation tests. Results XR Technology Perception, Narrative Design, and Experiential Value were positively associated with Emotional Arousal and Cultural Value Identification. In the theory-specified model, Emotional Arousal and Cultural Value Identification were also associated with Psychological Immersion. At the outcome stage, Emotional Arousal showed the most consistent direct association with Behavioral Intention, while Cultural Value Identification was significant in the theory-specified model but less stable in the expanded direct-effects specification. Psychological Immersion showed a weaker and more model-sensitive role. Supplementary checks, including common-method-bias diagnostics, XTP measurement-model comparison, prior-XR-experience analyses, and alternative structural models, suggest that Emotional Arousal, Cultural Value Identification, and Psychological Immersion should be understood as closely related mechanisms rather than as a fixed causal chain. Discussion From a media-psychology and human-factors design perspective, mobile immersive heritage systems should prioritize emotionally engaging cues, meaningful story–task structures, low-friction interaction, and clear action bridges, while treating immersion as support for involvement rather than the sole route to intention formation.