Is immersion always a good thing? Immersive experience and meaningful experience in digital museums

Purpose This study aims to investigate the effects of immersive and meaningful experiences on behavioral intentions through satisfaction in digital museums. In addition, it explores whether and under what conditions immersive experiences can promote meaningful experiences. Design/methodology/approach A survey was conducted at the Grand Canal Museum in China, and data were collected from 351 respondents. The data were analyzed using CB-SEM. Findings Both immersive and meaningful experiences significantly and positively influence visitor satisfaction. Satisfaction has a significant positive effect on behavioral intentions. Immersive experiences positively affect meaningful experiences, and cognitive load plays a moderating role in this process. Practical implications This study contributes to advancing theoretical understanding of immersive experience in digital museums and provides practical insights into the effective application of immersive digital technologies in enhancing user engagement and satisfaction. Originality/value This study innovatively categorizes digital museum visitor experiences into immersive and meaningful experiences and addresses the question of whether and under what conditions immersive experiences can enhance meaningful experiences. Additionally, it proposes a comprehensive framework that explains how these experiences shape behavioral intentions in digital museum contexts.