The Impact of Digital Storytelling on Presence, Immersion, Enjoyment, and Continued Usage Intention in VR-Based Museum Exhibitions.

Recent advancements in virtual reality (VR) technology have introduced a new paradigm in exhibition culture, with digital storytelling emerging as a crucial component supporting this transformation. Particularly in virtual exhibitions, digital storytelling serves as a key medium for enhancing user experience and maximizing immersion, thereby fostering continuous usage intention. However, systematic research on the structural influence of VR-based digital storytelling on user experience remains insufficient. To address this research gap, this study examines the impact of key components of digital storytelling in VR-namely, interest, emotion, and educational value-on presence, immersion, enjoyment, and continuous usage intention through path analysis. The results indicate that interest, emotion, and educational value all have a significant positive effect on presence. Furthermore, while interest and emotion positively influence immersion, educational value does not show a statistically significant effect. Presence, in turn, has a positive effect on immersion, enjoyment, and continuous usage intention, while immersion also positively influences enjoyment and continuous usage intention. Finally, enjoyment was found to have a significant positive effect on continuous usage intention. This study empirically validates the effectiveness of digital storytelling in virtual exhibition environments, offering valuable academic and practical insights. Theoretically, it contributes to the field by elucidating the complex and hierarchical relationships among three core factors-interest, emotion, and educational value-and their impact on user experience. Practically, the findings provide strategic guidelines for designing virtual exhibitions that maximize user immersion and satisfaction, reaffirming the importance of storytelling content that emphasizes interest and emotion.