Immersive Engagement: The Role of Hedonic Motivation in Shaping Virtual Event Experiences

초록

Purpose – This study investigates the influence of hedonic motivation on attendee engagement within virtual event contexts, applying theoretical frameworks such as the hedonic-motivation system adoption model (HMSAM) and the extended unified theory of acceptance and use of technology (UTAUT2) to explore the relationships among hedonic motivation, consumer engagement, attitude toward virtual events, and revisit intention. Design, data, and methodology –Methodologically, this research employs a cross-sectional design with a quantitative survey distributed among participants of virtual events, analyzed using structural equation modeling to validate the theoretical framework. Result – The findings highlight the critical role of hedonic motivation in enhancing attendee engagement and shaping positive attitudes and intentions toward virtual events. In particular, the significant impact of hedonic motivation on consumer engagement, attitude toward virtual events, and revisit intention underscores the importance of creating enjoyable and entertaining experiences that resonate with attendees on a personal level. Conclusions – By integrating and validating theoretical models within the virtual event domain, this research contributes to a broader understanding of consumer behavior in virtual environments. Furthermore, it offers actionable insights for event organizers to design immersive and engaging virtual experiences.

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