Modeling immersion pathways in XR-based cultural heritage IP narrative experiences: an integrated approach based on TAM, experience economy, and grounded theory

IntroductionMobile extended reality (XR) heritage storytelling is increasingly experienced on smartphones in short, interruptible sessions, where behavioral intention may be shaped by immediate in-use responses rather than extended post-experience reflection. Using the Great Wall E-tour (云游长城) WeChat Mini Program as the research context, this study examines how technical appraisal, narrative design, and experiential value are associated with immediate post-experience behavioral intention through