Modeling Behavioral Intention in Digital Exhibitions: An Integration of UTAUT and Flow Theory

Digital exhibitions have rapidly evolved into critical platforms for cultural communication and public education, empowered by advanced computer technologies such as 3D modeling, virtual reality (VR), augmented reality (AR), and multimodal interaction systems. These technologies enable immersive, interactive, and multi-sensory experiences that blend physical and digital content through the Online-Merge-Offline (OMO) mode. However, previous studies emphasized technical infrastructures, often overlooking the emotional and cultural factors of users that influence behavioral intentions. To address this gap, the study proposed an integrated model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and Flow Theory. The model incorporates five key constructs: Performance Expectancy, Multimodal Interaction, Hedonic Motivation, Perceived Cultural Value, and Immersive Experience, to examine their effects on Behavioral Intention in digital exhibitions. Our survey of 213 participants revealed that all constructs except Immersive Experience significantly positively influenced Behavioral Intention, with Perceived Cultural Value showing the strongest impact. The results revealed the dual importance of both computational interactivity and cultural-psychological responses in shaping user engagement. Furthermore, the OMO mode supported by immersive media technologies enhanced Perceived Cultural Value and Performance Expectancy more effectively than offline experiences. This study offers implications for the human-centered design of intelligent exhibition systems that integrate cultural storytelling with digital innovation.