A Multidimensional Perspective on the Impact of Gamification on Visitors’ Emotions and Revisit Intention in Virtual Museum Spaces: A Case Study of the Southern Han Mausoleums Museum

An empirical analysis was conducted by evaluating the emotional responses of 30 university students in a virtual museum environment using a combination of subjective scales and physiological monitoring technologies. The experimental samples were divided into a control group (without gamification) and four experimental groups featuring different combinations of gamification elements. The results showed a significant increase (p < 0.05) in emotional arousal (both subjective and physiological) and intention to revisit in the experimental groups compared to the control group, indicating that gamification elements effectively enhance visitors’ emotional engagement and loyalty. However, no significant differences were observed in the impact of different gamification combinations on physiological emotions and revisit intention, suggesting that visitors are more concerned with the presence of gamification elements than their specific forms. Correlational analysis revealed a significant positive correlation between heart rate (HR) and subjective positive emotions and revisit intention, indicating its potential as a critical indicator of emotional engagement. This study confirms the practical value of gamification elements in virtual museums, emphasizing the priority of essential elements and the balance between challenge and reward mechanisms. The inclusion of physiological indicators provides a multidimensional perspective for emotion assessment, addressing the limitations of traditional subjective methods.