Exploring the Impact of Extended Reality (XR) Performance Elements on Engagement : A Customer Experience Perspective

This study explores the impact of eXtended Reality (XR) performance elements—identity, attractiveness, novelty, and interactivity—on audience engagement and performance experience by utilizing a conceptual research model and empirical validation. Through frequency and statistical analyses, including reliability and validity tests of the measurement tools and structural equation modeling (SEM), the findings highlight interactivity and attractiveness as the most influential factors enhancing performance experience and engagement. While identity and novelty showed a lower influence, they still made significant contributions to specific aspects of the performance experience. These results emphasize the importance of integrating interactivity with identity, attractiveness, and novelty in the design of XR performances to boost audience immersion and satisfaction. This approach not only provides strategic insights for performance planning but also showcases the potential of XR performances to offer new immersive experiences, transcending traditional performance limitations and contributing foundational insights for the development of XR-based content and service quality improvement in the performing arts sector.