Experience design in virtual events: extending the digital experience economy

Purpose This study aims to explore the experiential dimensions of virtual events and examines their influence on attendees’ internal states and behavioral outcomes. Design/methodology/approach A mixed-methods approach was employed, consisting of qualitative interviews with attendees and event service providers to identify key dimensions of virtual event experiences. The quantitative phase used the stimulus-organism-response framework to analyze the relationships between the stimuli specific to virtual event experiences, internal processes such as arousal and immersion and revisit intention. Findings The qualitative phase identified four experiential stimuli of virtual event experiences: captivating content, immersive escapism, enriching knowledge and social interaction. The quantitative results revealed all four stimuli were significantly associated with attendees’ levels of arousal and immersion. Among these relationships, immersive escapism emerged as the strongest predictor of immersion (β = 0.535, p < 0.001). Arousal was identified as a strong predictor of revisit intention (β = 0.640, p < 0.001), while immersion was not significantly related to future participation intentions. Originality/value This research advances understanding of the digital experience economy by examining experiential dimensions specific to virtual events. By integrating traditional theoretical frameworks with empirical evidence, this study addresses gaps in existing experience management literature related to digital and virtual contexts. The findings provide actionable insights for event organizers, supporting the design of engaging virtual and hybrid event experiences that foster meaningful connections and encourage future participation.