Communications in Humanities Research ISSN: 2753-7072
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Research Article

From Viewing to Spreading: A Study on the Social Media Dissemination Motivations and Behavioral Characteristics of Immersive Exhibition Audiences

Zixuan LiuCentral Academy of Fine Arts*

* Corresponding author: [email protected]

Abstract

With the continuous development of digital technology, immersive exhibitions have rapidly emerged as a new form of exhibition. Although there are many studies on immersive exhibitions regarding their presentation forms and technological applications, or their role in educating audiences and enhancing audience experience, the impact mechanism of these exhibitions on audience social media communication behavior has not been fully explored. This article, based on the SOR theoretical framework, empirically analyzes how different forms of exhibitions influence audience social media behavior through perceived immersion and perceived enjoyment using a questionnaire survey method. The study found that immersive exhibitions significantly stimulate higher social media communication behaviors compared to traditional display exhibitions, and perceived immersion plays a complete mediating role in this link, while perceived enjoyment, although positively correlated with communication behavior, does not show significant mediating effects. Based on this, the article suggests enhancing the 'shareability' of exhibitions, balancing immersive experiences with content depth, and actively guiding social media communication to enhance the communicative effectiveness and cultural impact of exhibitions.

Keywords: Immersive Exhibitions; Social Media Behavior; Communication Motivation; SOR Framework
Published: October 23, 2025
DOI: 10.54254/2753-7064/2025.KM28417
Volume: CHR Vol.89
pp. 48-54
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