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<p>This study examined how digital interactivity and presence are associated with cultural inheritance behavior in the digital dissemination of the Morin Khuur, with particular attention to the mediating role of flow experience and the moderating role of prior cultural involvement. Drawing on flow theory and immersive media research, a structural model was developed to investigate how digital platform experiences relate to users’ psychological engagement and behavioral intentions toward intangible cultural heritage dissemination. Data were collected through an online survey of individuals who had recently encountered Morin Khuur-related content on digital platforms. After applying screening criteria and data quality checks, 520 valid responses were retained for analysis. Partial least squares structural equation modeling was employed to test the proposed relationships. The results showed that both digital interactivity (β = 0.410, <i>p</i> &lt; 0.001) and presence (β = 0.521, <i>p</i> &lt; 0.001) were positively associated with flow experience. Flow experience was positively associated with cultural inheritance behavior (β = 0.551, <i>p</i> &lt; 0.001) and significantly mediated the effects of interactivity and presence. Prior cultural involvement did not show a significant direct association with cultural inheritance behavior (β = −0.016, <i>p</i> = 0.720), but significantly strengthened the relationship between flow experience and cultural inheritance behavior (β = 0.083, <i>p</i> = 0.036). These findings suggest that immersive psychological engagement may play a central role in transforming digital cultural experiences into participatory cultural inheritance behaviors. The study extends flow-based digital engagement research into the context of intangible cultural heritage dissemination and provides empirical evidence from the digital dissemination of the Morin Khuur.</p>

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Digital interactivity and presence are associated with cultural inheritance behavior through flow experience

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年6月21日

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  • Su Ya Han,
  • Ao Ri Ge Le,
  • Gao You Han Tang

摘要

This study examined how digital interactivity and presence are associated with cultural inheritance behavior in the digital dissemination of the Morin Khuur, with particular attention to the mediating role of flow experience and the moderating role of prior cultural involvement. Drawing on flow theory and immersive media research, a structural model was developed to investigate how digital platform experiences relate to users’ psychological engagement and behavioral intentions toward intangible cultural heritage dissemination. Data were collected through an online survey of individuals who had recently encountered Morin Khuur-related content on digital platforms. After applying screening criteria and data quality checks, 520 valid responses were retained for analysis. Partial least squares structural equation modeling was employed to test the proposed relationships. The results showed that both digital interactivity (β = 0.410, p < 0.001) and presence (β = 0.521, p < 0.001) were positively associated with flow experience. Flow experience was positively associated with cultural inheritance behavior (β = 0.551, p < 0.001) and significantly mediated the effects of interactivity and presence. Prior cultural involvement did not show a significant direct association with cultural inheritance behavior (β = −0.016, p = 0.720), but significantly strengthened the relationship between flow experience and cultural inheritance behavior (β = 0.083, p = 0.036). These findings suggest that immersive psychological engagement may play a central role in transforming digital cultural experiences into participatory cultural inheritance behaviors. The study extends flow-based digital engagement research into the context of intangible cultural heritage dissemination and provides empirical evidence from the digital dissemination of the Morin Khuur.