Exploring Digital Engagement: Perceived AR/VR Quality, AI Personalization, and Young Adult Visitors’ Cognitive and Affective Experiences in Museums

This study investigates how perceived augmented reality/virtual reality (AR/VR) system quality and artificial intelligence (AI)-driven personalization relate to self-reported engagement. Surveying 382 university students across science, natural history, and comprehensive museums in China, the research employs partial least squares structural equation modeling to analyze direct and mediated effects while strictly operationalizing technology quality as systemic affordances to ensure construct validity. Results show that both perceived AR/VR quality and AI personalization are significantly associated with self-reported engagement. Notably, while flow experience partially mediates these relationships, social interaction emerges as a relatively stronger mediator. Findings suggest that for digitally fluent young adults, the value of immersive technology depends on socially responsive, customized environments that foster both cognitive absorption and relational connectivity. These insights offer theoretical and practical guidance for designing highly engaging, socially resonant exhibitions.