Abstract
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.
Keywords: Morin Khuur, Digital immersion, Flow experience, Cultural inheritance, Prior cultural involvement
Subject terms: Cultural and media studies, Cultural and media studies, Psychology, Psychology
Introduction
The rapid development of digital media technologies has changed how audiences access and interact with traditional cultural content. Short-video platforms, live-streaming services, online communities, and immersive audiovisual formats enable traditional art forms to reach wider audiences beyond geographical and temporal constraints. Previous studies suggest that digital media increase accessibility and audience attention toward cultural content. However, increased digital exposure does not necessarily translate into sustained cultural participation and cultural inheritance behavior, and the psychological mechanisms underlying this process remain insufficiently examined.
This question is particularly relevant in the context of the Morin Khuur, a traditional musical instrument with strong ethnic and cultural symbolism. With the expansion of digital platforms, performances, instructional videos, interviews with inheritors, and documentary materials related to the Morin Khuur are widely available online. Although audiences can observe and appreciate these materials, cultural inheritance behavior requires more than passive viewing. It involves active engagement, such as sharing, learning, supporting, and participating in cultural practices. Understanding the psychological processes that facilitate this transformation is important for examining digital cultural dissemination mechanisms. In digital cultural contexts, immersive psychological engagement may play an important role in transforming passive viewing into participatory cultural behavior.
Existing research on the digital dissemination of intangible cultural heritage (ICH) has primarily focused on communication reach, visibility, and audience attention. Less attention has been given to the psychological processes through which digital exposure may lead to behavioral outcomes. Studies on interactive media indicate that perceived interactivity enhances user engagement and cognitive involvement1–3. Research on immersive media highlights the role of presence in shaping immersive experiences4,5. In addition, flow theory explains how focused attention and intrinsic enjoyment during media use may be associated with subsequent behavioral responses6–8. Although these theoretical perspectives provide relevant insights, they have rarely been examined together in explaining cultural inheritance behavior in digital ICH contexts. Among these perspectives, flow theory provides a particularly relevant framework for understanding how immersive psychological experiences may be associated with participatory cultural behavior in digital environments.
Individual differences may further influence this process. Involvement theory suggests that prior interests and experiences affect how individuals process information and whether psychological experiences translate into behavioral outcomes9,10. Accordingly, prior cultural involvement may influence how individuals respond to immersive digital experiences, and the relationship between flow experience and cultural inheritance behavior may vary depending on users’ prior familiarity and engagement with the Morin Khuur or traditional ethnic music.
To address these issues, this study develops and empirically tests a structural model in which interactivity and presence are associated with users’ flow experience, which in turn is associated with Morin Khuur–related cultural inheritance behavior. Specifically, the study examines whether flow experience functions as a mediating psychological mechanism linking digital immersive experiences with cultural inheritance behavior. In addition, prior cultural involvement is examined as a moderating variable influencing the relationship between flow experience and cultural inheritance behavior. The model is tested using survey data and partial least squares structural equation modeling (PLS-SEM).
Existing studies have separately examined digital interaction, immersive media experience, and online engagement behavior. However, limited research has explored how digital interactivity and presence jointly relate to cultural inheritance behavior through immersive psychological mechanisms in digital ICH dissemination contexts.
Specifically, this study examines the following research questions:
RQ1: How are interactivity and presence associated with users’ flow experience in digital environments?
RQ2: Is flow experience associated with reported Morin Khuur–related cultural inheritance behavior (e.g., sharing, learning, supporting, and participating)?
RQ3: Does prior cultural involvement moderate the relationship between flow experience and cultural inheritance behavior?
By focusing on the Morin Khuur as a case, this study provides empirical evidence on the relationships among interactivity, presence, flow experience, prior cultural involvement, and cultural inheritance behavior in a digital dissemination context.
Literature review and hypotheses development
To examine the relationships among interactivity, presence, flow experience, and cultural inheritance behavior in the digital dissemination of the Morin Khuur, this section reviews four related theoretical perspectives: interactivity theory, immersive media research on presence, flow theory, and involvement theory. Based on prior empirical findings, hypotheses are developed. Although multiple theoretical perspectives inform the proposed framework, flow theory serves as the central explanatory mechanism linking immersive digital experiences with cultural inheritance behavior.
Digital interactivity and flow experience
In digital media environments, interactivity is considered a defining feature that differentiates digital platforms from traditional one-way communication channels. Interactivity refers to users’ ability to provide feedback, exercise control, and participate in content engagement, as well as the system’s capacity to respond dynamically to user behavior. Prior research indicates that higher perceived interactivity is associated with stronger engagement and cognitive involvement1,2. Song and Zinkhan3, reported that interactivity is positively related to immersive experiences in digital contexts. Subsequent studies have further examined interactivity from information processing and user experience perspectives11,12.
From a psychological perspective, interactive features may be associated with users’ sense of control and responsiveness, which can facilitate sustained attention and immersion. Rodríguez-Ardura and Meseguer-Artola13, found in online learning settings that interactivity is associated with presence and flow experience. Sundar et al.14 also suggested that interactive environments are linked to deeper engagement.
In the context of Morin Khuur–related digital content, interactive functions such as commenting, feedback, playback control, and personalized recommendations may be associated with users’ focused and immersive experiences.
H1: Digital interactivity is positively associated with flow experience.
Presence and flow experience
Presence is widely studied in immersive media research and refers to the subjective sense of “being there” within a mediated environment. Witmer and Singer5, emphasized the importance of presence in immersive experiences. Slater and Steed15, argued that higher levels of presence are related to increased attention in virtual environments. Related research has examined presence as an important psychological factor in immersive engagement.
A meta-analysis by Cummings and Bailenson4 reported that immersive technologies are associated with increased presence. Weibel et al.16 identified a strong relationship between presence and flow experience. More recent studies have also found positive associations between presence and flow in virtual reality and immersive learning contexts17,18.
In digital dissemination contexts involving the Morin Khuur, audiovisual quality, performance atmosphere reconstruction, and realistic scene presentation may contribute to a stronger sense of presence, which in turn may be associated with flow experience. In digital cultural dissemination contexts, presence may be particularly important because traditional cultural participation often depends on emotional resonance and immersive cultural atmosphere rather than information exposure alone.
H2: Presence is positively associated with flow experience.
Flow experience and cultural inheritance behavior
Flow theory, originally proposed by Csikszentmihalyi, describes a psychological state characterized by focused attention and intrinsic enjoyment. Novak et al.8 introduced flow theory into online environments and reported that flow is associated with continued usage intention and engagement. Koufaris7, further identified flow as an important factor related to online behavioral outcomes. Earlier studies also examined the role of flow in online decision-making and experiential behavior19.
Hoffman and Novak6, suggested that flow may be linked to proactive behavioral responses. Goh and Wen20, found that flow experience is associated with learning persistence in online systems. Cao et al.21 reported that flow experience is related to young users’ willingness to participate in ICH-related activities in metaverse contexts.
In the Morin Khuur digital dissemination setting, flow experience—characterized by sustained attention and enjoyment—may be associated with behavioral responses such as sharing, learning, supporting, and participating. In intangible cultural heritage contexts, flow experience may function as a psychological mechanism transforming passive digital viewing into participatory cultural engagement.
H3: Flow experience is positively associated with cultural inheritance behavior.
The moderating role of prior cultural involvement
Involvement theory suggests that prior interests, experiences, and knowledge influence how individuals process information and respond behaviorally. Zaichkowsky10, argued that higher involvement is associated with deeper engagement. Celsi and Olson9, also indicated that individuals with higher involvement levels engage in more active information processing.
In immersive experience research, Serravalle et al.22 found that involvement influences the relationship between flow and subsequent behavior. The Elaboration Likelihood Model (ELM) proposed by Petty and Cacioppo23 suggests that involvement affects how psychological states translate into behavioral outcomes.
Accordingly, individuals with higher prior cultural involvement in the Morin Khuur or traditional ethnic music may be more likely to translate immersive psychological experiences into participatory cultural behavior.
H4: Prior cultural involvement positively moderates the relationship between flow experience and cultural inheritance behavior.
Based on this theoretical synthesis, the present study examines a structural model in which interactivity and presence are associated with flow experience, which is further associated with cultural inheritance behavior, with prior cultural involvement serving as a moderating variable.
Research model
Based on the literature reviewed above, this study specifies a structural path model to examine how digital viewing experiences are associated with Morin Khuur–related cultural inheritance behavior. In the proposed model, interactivity and presence are treated as antecedent variables representing key features of digital immersive experiences. Flow experience is conceptualized as the central psychological mechanism linking immersive digital experiences with cultural inheritance behavior. In addition, prior cultural involvement is included as a moderating variable to account for individual differences in the extent to which immersive psychological experiences are associated with cultural inheritance behavior.
The logic of the model can be summarized as follows: Digital immersive experience → Psychological immersion state → Cultural inheritance behavior. In this framework, flow experience represents the key psychological process through which digital immersive features are statistically associated with participatory cultural behavior.
Rather than focusing only on communication reach or audience attention in digital dissemination contexts, the model is designed to assess whether and how psychological immersion (flow) is related to behavioral outcomes in the context of the Morin Khuur.
Model structure illustration
As shown in Fig. 1, interactivity and presence jointly represent key features of users’ digital immersive experiences. The model specifies that interactivity and presence are associated with flow experience, which is further associated with cultural inheritance behavior (e.g., sharing, supporting, learning, and participating). Thus, cultural inheritance behavior is examined as an outcome linked to flow experience, rather than as a direct outcome of interactivity and presence. This framework emphasizes immersive psychological engagement rather than digital exposure alone as a key process associated with participatory cultural behavior.
Fig. 1.
Flow-based research model of digital cultural inheritance behavior.
In addition, prior cultural involvement is modeled as a contextual moderating factor influencing the extent to which flow experience is associated with cultural inheritance behavior. Specifically, the association between flow experience and cultural inheritance behavior is expected to be stronger among individuals with higher prior cultural involvement in the Morin Khuur or traditional ethnic music than among individuals with lower involvement.
Theoretical significance of the model
The proposed model draws upon four theoretical perspectives that have been widely applied in digital media and behavioral research:
Interactivity theory, which examines how user control and feedback mechanisms are related to experiential engagement;
Immersive media research on presence, which investigates how the subjective sense of “being there” is associated with immersive experiences;
Flow theory, which describes a psychological state characterized by focused attention and intrinsic enjoyment and its association with behavioral outcomes;
Involvement theory, which addresses how individual differences in prior interests and experiences may influence behavioral responses.
By integrating these perspectives, the proposed framework examines how immersive digital experiences are associated with cultural inheritance behavior through flow experience, while accounting for individual differences in prior cultural involvement. The framework therefore conceptualizes digital cultural dissemination not only as a process of information exposure, but also as a process of immersive psychological engagement associated with participatory cultural behavior.
Overview of the analytical framework
Based on the theoretical reasoning described above, the analytical framework specifies structural relationships among the key constructs. Interactivity and presence are modeled as antecedent variables associated with flow experience. Flow experience is modeled as a mediating psychological mechanism associated with cultural inheritance behavior. prior cultural involvement is included as a moderating variable to account for individual differences in the extent to which immersive psychological experiences are associated with cultural inheritance behavior.
This framework provides a structural basis for empirical testing using measurement model evaluation and structural model assessment procedures.
Methodology
This study employs a questionnaire survey combined with structural equation modeling to examine the relationships among digital interactivity, presence, flow experience, prior cultural involvement, and Morin Khuur–related cultural inheritance behavior. The methodology is described in terms of scale development and questionnaire design, data collection procedures, and data analysis strategy.
Scale sources and questionnaire design
All variables were measured using previously validated English-language scales and were contextually adapted to fit the digital dissemination setting of the Morin Khuur. Minor wording adjustments were made to ensure clarity and contextual relevance while maintaining the conceptual meanings of the original scales.
All items were measured on a 7-point Likert scale (1 = strongly disagree, 7 = strongly agree). A 7-point scale was used to provide sufficient response variability and measurement sensitivity. All latent constructs were modeled as reflective constructs in the structural equation modeling framework.
Prior to formal data collection, the questionnaire was reviewed and pilot-checked for clarity and contextual relevance to ensure that the adapted items were appropriate for the digital viewing context of Morin Khuur-related content across short-video platforms, live-streaming services, and online learning environments.
Table 1 summarizes the measurement constructs, theoretical sources, number of items, and the conceptual focus of each construct used in the study.
Table 1.
Measurement constructs and item sources.
| Construct | Code | Theoretical sources | No. of items | Measurement focus (Representative meaning) |
|---|---|---|---|---|
| Digital interactivity | INT | Liu1, ; McMillan and Hwang2; Song and Zinkhan3 | 5 | User control, feedback mechanisms, bidirectional communication, and platform responsiveness |
| Presence | PRE | Witmer and Singer5, ; Cummings and Bailenson4 | 4 | Subjective sense of “being there,” environmental realism, and immersive atmosphere |
| Flow experience | FLO | Novak et al.,8; Koufaris7; Hoffman and Novak6 | 5 | Concentration, enjoyment, reduced time awareness, and deep engagement |
| Cultural inheritance behavior | CIB | Cerisola24, ; Arnaboldi and Diaz Lema25 | 5 | Sharing, learning, supporting, and participating in Morin Khuur-related cultural activities |
| Prior cultural involvement | PCI | Zaichkowsky10, ; Celsi and Olson9 | 4 | Interest, knowledge, and prior participation in Morin Khuur and ethnic music before exposure to the digital content |
As shown in Table 1, all constructs were derived from well-established theoretical foundations. The items were adapted to reflect users’ experiences when viewing Morin Khuur-related digital content, including interactive features, immersive presentation characteristics, psychological immersion, prior cultural involvement, and behavioral engagement. These adaptations were designed to maintain construct validity while ensuring contextual applicability to the Morin Khuur digital dissemination environment.
Data collection procedure and ethical considerations
Data were collected between 1 March 2025 and 30 April 2025. Participants provided informed consent electronically before accessing the questionnaire by confirming their voluntary participation. No minors were specifically targeted, and all respondents were required to confirm that they were at least 18 years old before proceeding.
Data were collected using an online questionnaire survey administered in China. The target population consisted of individuals who had encountered Morin Khuur–related content on digital platforms within the past three months. This time frame was specified to ensure that participants could accurately recall their recent digital viewing or learning experiences.
To ensure that respondents had sufficient and relevant exposure to Morin Khuur-related digital content, screening questions were included at the beginning of the questionnaire. Only participants who met the following criteria were allowed to complete the survey:
They had watched Morin Khuur–related content on short-video platforms, live-streaming services, or online learning platforms within the past three months;
They had engaged in a complete viewing, learning, or experiential process rather than brief or incidental browsing.
The questionnaire was distributed through online survey platforms and social media channels targeting digital media users. Data were collected during a defined survey period. A total of 1,134 responses were obtained. After applying the screening criteria and excluding incomplete, inconsistent, or invalid responses that did not meet the predefined data quality requirements, 520 valid questionnaires were retained for analysis. No missing values were identified in the final dataset.
The final sample included respondents from diverse age groups, educational backgrounds, and musical learning experiences, reflecting variation in digital engagement with Morin Khuur–related content.
According to the institutional guidelines of Inner Mongolia Minzu University, the requirement for ethical approval was formally waived by the Academic Ethics Committee of Inner Mongolia Minzu University for this study, as it involved an anonymous questionnaire survey with minimal risk and no collection of personally identifiable information. All participants were informed about the purpose of the research and provided electronic informed consent before completing the questionnaire. Participation was voluntary, and all responses were collected anonymously. All procedures performed in this study complied with the ethical standards for research involving human participants and with the Declaration of Helsinki.
Data analysis method
This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The primary reason for choosing PLS-SEM is its emphasis on path prediction and mechanism explanation, making it particularly suitable for complex models involving both mediation and moderation effects. Moreover, PLS-SEM does not impose strict normality assumptions on Likert-scale data, allowing it to maintain robustness in practical survey contexts26,27. In addition, the research model includes a latent variable interaction term (FLO × PCI), and PLS-SEM offers clear advantages in handling latent interactions and complex structural relationships.
To ensure that both the measurement model and the structural model met statistical standards, the analysis strictly followed the standard PLS-SEM procedures proposed by Hair et al.27. The analytical process adhered to established PLS-SEM steps28 and incorporated classical reliability and validity criteria for systematic evaluation. First, internal consistency was assessed using Cronbach’s alpha and Composite Reliability29,30. Convergent validity was then examined through outer loadings and Average Variance Extracted (AVE), while discriminant validity was evaluated using the Fornell–Larcker criterion and the HTMT ratio31,32. Before testing the structural model, Variance Inflation Factor (VIF) was used to assess multicollinearity, and both the full collinearity VIF and Harman’s single-factor test were applied to examine common method bias33–35. Furthermore, model explanatory power and path significance were estimated through bootstrapping resampling36.
The data analysis procedure consisted of the following nine steps (see Fig. 2):
Data Screening and Descriptive Statistics
Fig. 2.
PLS-SEM flowchart.
The raw data were first examined for completeness, missing values, and potential outliers. Subsequently, the mean, standard deviation, skewness, and kurtosis of each item were calculated to assess the basic distributional characteristics of the dataset.
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(2)
Reliability Assessment
Internal consistency of the scales was evaluated using Cronbach’s alpha and Composite Reliability (CR). Values of both α and CR greater than 0.70 indicate that the constructs possess satisfactory reliability.
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(3)
Convergent Validity Assessment
Convergent validity was evaluated through outer loadings and Average Variance Extracted (AVE). Outer loadings greater than 0.70 and AVE values exceeding 0.50 indicate that the latent constructs adequately explain the variance of their corresponding measurement items.
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(4)
Discriminant Validity Assessment
Discriminant validity was assessed using two approaches:
Fornell–Larcker criterion: the square root of each construct’s AVE should be greater than its correlations with other constructs;
HTMT (Heterotrait–Monotrait Ratio): HTMT values should be below 0.85.
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(5)
Collinearity Assessment
Multicollinearity among predictor variables was examined using the Variance Inflation Factor (VIF). VIF values below 3.3 indicate the absence of serious multicollinearity.
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(6)
Structural Path Assessment
This study employed bootstrapping with 5000 resamples to estimate the significance of structural path coefficients. The structural relationships can be expressed as:
 |
1 |
 |
2 |
where β represents standardized path coefficients and \varepsilon denotes the error term.
Path significance was evaluated using the t-statistic:
 |
3 |
A path was considered significant when t > 1.96 (p < 0.05).
In addition, the explanatory power of the model was assessed using the coefficient of determination:
 |
4 |
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(7)
Mediation Test
To examine the mediating role of flow, bootstrapping was used to estimate the indirect effects and their confidence intervals. The indirect effects were calculated as follows:
 |
5 |
 |
6 |
If the bootstrap confidence interval of the indirect effect does not include zero, the mediation effect is considered significant. By comparing the direct and indirect effects, the type of mediation (full mediation or partial mediation) can be determined.
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(8)
Moderation Test
The moderating effect was tested by constructing a latent variable interaction term:
| Indirect = FLO × PCI | 7 |
In the structural model, this relationship is expressed as:
 |
8 |
If the path coefficient 
for the interaction term is significant, it indicates that PCI moderates the relationship between FLO and CIB.
To further interpret the direction and strength of the moderation effect, simple slope analysis was conducted. Slopes were plotted at three levels of PCI (− 1 SD, mean, and + 1 SD), enabling visualization of how the influence of flow on cultural inheritance behavior varies across different levels of prior cultural involvement.
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(9)
Common Method Bias Assessment
Common method bias was examined using two approaches: Harman’s single-factor test and the full collinearity VIF method (Kock’s approach), ensuring that no serious common method bias was present in the data.
These procedures were used to ensure the reliability and validity of both the measurement model and the structural model.
Results
This section reports the empirical results of the measurement model and the structural model. Following standard PLS-SEM procedures, the measurement model was first assessed in terms of reliability, convergent validity, discriminant validity, and collinearity. The structural model was then evaluated using bootstrapping with 5,000 resamples. Mediation and moderation effects were further examined to test the proposed mechanism linking digital immersive experiences, flow experience, prior cultural involvement, and cultural inheritance behavior.
Measurement model
The measurement model was evaluated in terms of internal consistency reliability, convergent validity, discriminant validity, and multicollinearity. The assessment followed standard PLS-SEM evaluation procedures29–31. The results are reported in Tables 2, 3, 4 and 5.
Table 2.
Reliability and convergent validity.
| Construct | Cronbach’s α | CR | AVE |
|---|---|---|---|
| INT | 0.868 | 0.868 | 0.568 |
| PRE | 0.852 | 0.854 | 0.597 |
| FLO | 0.891 | 0.891 | 0.622 |
| CIB | 0.869 | 0.869 | 0.570 |
| PCI | 0.840 | 0.842 | 0.573 |
Table 3.
Discriminant validity: Fornell–Larcker criterion.
| Construct | INT | PRE | FLO | CIB | PCI |
|---|---|---|---|---|---|
| INT | 0.754 | ||||
| PRE | 0.48 | 0.773 | |||
| FLO | 0.50 | 0.59 | 0.789 | ||
| CIB | 0.46 | 0.53 | 0.54 | 0.755 | |
| PCI | 0.21 | 0.18 | 0.25 | 0.28 | 0.757 |
Table 4.
Discriminant validity: HTMT.
| Construct | INT | PRE | FLO | CIB | PCI |
|---|---|---|---|---|---|
| INT | 0.62 | 0.65 | 0.60 | 0.32 | |
| PRE | 0.62 | 0.71 | 0.67 | 0.29 | |
| FLO | 0.65 | 0.71 | 0.73 | 0.34 | |
| CIB | 0.60 | 0.67 | 0.73 | 0.38 | |
| PCI | 0.32 | 0.29 | 0.34 | 0.38 |
Table 5.
Multicollinearity test (VIF).
| Path | VIF |
|---|---|
| INT → FLO | 1.42 |
| PRE → FLO | 1.42 |
| FLO → CIB | 1.36 |
| PCI → CIB | 1.18 |
| FLO × PCI → CIB | 1.29 |
As shown in Table 2, Cronbach’s alpha values for all constructs exceeded 0.80, indicating satisfactory internal consistency. Composite Reliability (CR) values were also above the recommended threshold of 0.70, and AVE values exceeded 0.50 for all constructs. These results indicate that the measurement model met the commonly accepted criteria for reliability and convergent validity. Some Cronbach’s alpha and CR values were numerically very close after rounding, but both indices were reported separately to provide a complete reliability assessment.
In Table 3, the square roots of AVE (diagonal elements) are greater than the corresponding inter-construct correlations. This satisfies the Fornell–Larcker criterion and indicates adequate discriminant validity among the constructs28,32.
The HTMT values reported in Table 4 are all below the commonly recommended threshold of 0.85. These results provide additional evidence of discriminant validity.
As shown in Table 5, all Variance Inflation Factor (VIF) values are below 3.3, indicating that multicollinearity is not a concern. VIF values within this range also suggest that collinearity bias is unlikely34,35.
Overall, the measurement model satisfies the established criteria for reliability, convergent validity, discriminant validity, and collinearity assessment.
Common method bias assessment
Because all variables were measured using self-reported questionnaire data, common method bias was assessed before testing the structural model. Harman’s single-factor test showed that the first factor accounted for 27% of the total variance, which was below the commonly used threshold of 50%. In addition, the full collinearity VIF values reported in Table 5 were all below 3.3. These results suggest that common method bias was unlikely to pose a serious threat to the interpretation of the results.
Structural model
To evaluate the structural relationships, bootstrapping with 5,000 resamples was conducted to assess the significance of the path coefficients. The results are reported in Table 6.
Table 6.
Structural path results (bootstrapping).
| Path | Standardized coefficient (β) | t-value | p-value | Result |
|---|---|---|---|---|
| INT → FLO | 0.410 | 9.84 | < 0.001 | Supported |
| PRE → FLO | 0.521 | 12.63 | < 0.001 | Supported |
| FLO → CIB | 0.551 | 13.47 | < 0.001 | Supported |
As shown in Table 6, interactivity was positively associated with flow experience (β = 0.410, t = 9.84, p < 0.001). Presence was also positively associated with flow experience (β = 0.521, t = 12.63, p < 0.001). In addition, flow experience was positively associated with cultural inheritance behavior (β = 0.551, t = 13.47, p < 0.001).
The three hypothesized structural paths were statistically significant at the p < 0.001 level.
Table 7 reports the coefficients of determination (R²) for the endogenous constructs. Interactivity and presence together explained 52.0% of the variance in flow experience (R² = 0.520). Flow experience, prior cultural involvement, and the interaction term explained 30.9% of the variance in cultural inheritance behavior (R² = 0.309). These values indicate that the model had substantial explanatory power for flow experience and moderate explanatory power for cultural inheritance behavior.
Table 7.
Explanatory power of the structural model (R2).
| Endogenous variable | R2 | Interpretation |
|---|---|---|
| FLO | 0.520 | Strong |
| CIB | 0.309 | Moderately strong |
These R² values indicate the proportion of variance explained by the model for each endogenous variable.
Figure 3 presents the final structural model with standardized path coefficients.
Fig. 3.
Final structural model with standardized path coefficients.
Mediation test: the mediating role of flow
Bootstrapping with 5,000 resamples was conducted to assess the indirect effects of interactivity and presence on cultural inheritance behavior through flow experience. The results are reported in Table 8.
Table 8.
Mediation effect results (bootstrapping).
| Path | Indirect effect (β) | 95% CI lower | 95% CI upper | p-value | Mediation type |
|---|---|---|---|---|---|
| INT → FLO → CIB | 0.226 | 0.172 | 0.284 | < 0.001 | Full mediation |
| PRE → FLO → CIB | 0.287 | 0.224 | 0.352 | < 0.001 | Full mediation |
As shown in Table 8, the indirect effect of interactivity on cultural inheritance behavior through flow experience was statistically significant (β = 0.226, 95% CI [0.172, 0.284], p < 0.001). The indirect effect of presence on cultural inheritance behavior through flow experience was also statistically significant (β = 0.287, 95% CI [0.224, 0.352], p < 0.001). In both cases, the 95% confidence intervals did not include zero.
In the estimated model, the direct paths from interactivity to cultural inheritance behavior and from presence to cultural inheritance behavior were not statistically significant when flow experience was included. These results indicate that flow experience statistically accounted for the associations between digital interactivity, presence, and cultural inheritance behavior in the model.
Moderation test: the moderating effect of PCI
To examine the moderating role of prior cultural involvement (PCI), a latent interaction term (FLO × PCI) was included in the structural model. Bootstrapping with 5,000 resamples was used to assess the interaction effect. The results are presented in Table 9.
Table 9.
Moderation effect results (bootstrapping).
| Path | Standardized coefficient (β) | t-value | p-value | Result |
|---|---|---|---|---|
| FLO → CIB | 0.551 | 13.47 | < 0.001 | Significant |
| PCI → CIB | −0.016 | 0.36 | 0.720 | Not significant |
| FLO × PCI → CIB | 0.083 | 2.10 | 0.036 | Significant |
As shown in Table 9, flow experience was positively associated with cultural inheritance behavior (β = 0.551, t = 13.47, p < 0.001). The direct association between prior cultural involvement and cultural inheritance behavior was not statistically significant (β = −0.016, t = 0.36, p = 0.720). However, the interaction term between flow experience and prior cultural involvement was statistically significant (β = 0.083, t = 2.10, p = 0.036).
These results indicate that prior cultural involvement moderates the relationship between flow experience and cultural inheritance behavior in the estimated model.
Further examination of the simple slope analysis (Fig. 4) shows that the positive association between flow experience and cultural inheritance behavior is stronger at higher levels of prior cultural involvement and weaker at lower levels of prior cultural involvement.
Fig. 4.
Simple slope of the moderating effect of PCI.
Discussion
This study examined the relationships among interactivity, presence, flow experience, prior cultural involvement, and Morin Khuur–related cultural inheritance behavior in digital dissemination contexts. The present study examined how digital immersive experiences are associated with cultural inheritance behavior in the context of Morin Khuur dissemination. The findings suggest that immersive psychological engagement, rather than digital exposure alone, may play an important role in linking digital viewing experiences with participatory cultural behavior. By integrating interactivity, presence, flow experience, and prior cultural involvement within a single framework, the study provides empirical evidence regarding the psychological processes associated with digital intangible cultural heritage dissemination.
In contemporary digital environments such as short-video platforms, live-streaming services, and online teaching platforms, users frequently encounter Morin Khuur–related content. However, exposure alone does not necessarily lead to participation. The present findings contribute to understanding the psychological processes associated with the transition from viewing to participation.
From digital interactivity and presence to flow
The results indicate that both interactivity and presence were positively associated with flow experience, with presence showing a relatively stronger standardized coefficient in the structural model. In digital Morin Khuur contexts, interactivity includes commenting functions, feedback mechanisms, playback control, and personalized recommendations. Presence may arise from audiovisual quality, reconstructed performance atmospheres, and contextual presentation of grassland culture.
Compared with interactivity, presence showed a relatively stronger association with flow experience in the estimated model. This finding may suggest that immersive psychological engagement in digital cultural dissemination depends not only on interactive functions, but also on users’ subjective sense of cultural atmosphere, emotional realism, and experiential immersion. In the context of the Morin Khuur, immersive audiovisual presentation may contribute more strongly to psychological absorption than interactive control functions alone.
These features are consistent with prior research suggesting that interactive and immersive environments are associated with higher levels of psychological engagement19,37. The findings suggest that interactivity and presence are linked to users’ reported experiences of concentration, enjoyment, and sustained engagement when viewing Morin Khuur content.
From flow to cultural inheritance behavior
The mediation analysis indicated that the associations between interactivity, presence, and cultural inheritance behavior operated through flow experience in the estimated model. These findings suggest that flow experience may function as a central psychological mechanism through which immersive digital experiences are associated with participatory cultural behavior. In the context of digital intangible cultural heritage dissemination, users do not necessarily engage in cultural participation simply because they are exposed to cultural content. Rather, behavioral engagement may become more likely when digital experiences generate sustained attention, psychological immersion, and intrinsic enjoyment.
In the context of Morin Khuur digital dissemination, users who reported higher levels of flow were also more likely to report behaviors such as sharing, learning, supporting, and participating. This pattern is consistent with prior research indicating that flow is associated with continued engagement and behavioral responses in online environments38.
Rather than direct effects of interactivity or presence on behavior, the results indicate that the relationship is statistically accounted for by flow experience in the model.
This pattern is theoretically important because it suggests that interactivity and presence alone may not directly translate into cultural inheritance behavior. Instead, their associations with behavioral participation appear to operate primarily through immersive psychological engagement. This finding extends flow-based digital engagement research into the context of intangible cultural heritage dissemination.
The moderating role of prior cultural involvement
The moderation analysis indicated that prior cultural involvement did not show a significant direct association with cultural inheritance behavior, but it moderated the relationship between flow experience and behavior. Specifically, the association between flow and cultural inheritance behavior was stronger at higher levels of prior cultural involvement.
Importantly, prior cultural involvement did not show a statistically significant direct association with cultural inheritance behavior. Instead, its role emerged through the strengthening of the relationship between flow experience and behavior. This finding suggests that prior cultural familiarity may not independently motivate participation, but may enhance the extent to which immersive psychological experiences are translated into participatory cultural responses.
This finding is consistent with involvement theory, which suggests that prior interests and knowledge influence how psychological experiences translate into behavioral responses. Individuals with greater familiarity or interest in the Morin Khuur may be more likely to convert immersive experiences into reported participation behaviors. Similar patterns have been reported in studies of digital learning and interactive communication39.
Theoretical implications
This study contributes to the literature on digital cultural dissemination and immersive media in several ways. First, the findings extend flow theory into the context of intangible cultural heritage dissemination by demonstrating that flow experience functions as a central psychological mechanism associated with participatory cultural behavior. While previous studies have primarily focused on digital visibility, communication reach, or audience attention, the present findings suggest that immersive psychological engagement may play a more important role in explaining why users report cultural participation behaviors in digital environments.
Second, the study integrates interactivity, presence, flow experience, and prior cultural involvement within a unified structural framework. Existing studies have often examined these constructs separately in online learning, virtual reality, or digital marketing contexts. By examining them together in the context of Morin Khuur dissemination, the present study expands the application of immersive media research into digital intangible cultural heritage contexts.
Third, the moderation findings highlight the importance of individual differences in digital cultural engagement processes. Prior cultural involvement did not directly predict cultural inheritance behavior, but strengthened the relationship between flow experience and participatory behavior. This finding suggests that immersive experiences may be interpreted differently depending on users’ prior familiarity and cultural background.
Practical implications
The findings suggest that digital dissemination strategies for the Morin Khuur should focus not only on increasing exposure, but also on strengthening immersive user experiences. Interactive functions such as feedback systems, personalized recommendations, and participatory communication tools may help sustain user attention and engagement. In addition, immersive presentation elements including audiovisual realism, contextual storytelling, and reconstructed performance atmospheres may contribute to stronger experiences of presence and flow.
The moderation findings further suggest that increasing users’ prior familiarity with the Morin Khuur may strengthen the relationship between immersive experience and participatory behavior. Cultural institutions, educational organizations, and digital content creators may therefore benefit from combining immersive digital dissemination with long-term cultural education and public engagement initiatives.
Limitations and future research
Several limitations should be acknowledged. First, the data were collected using a cross-sectional survey design, which does not allow causal inference. Longitudinal research could further examine whether reported cultural inheritance behaviors are sustained over time.
In addition, the study relied on self-reported behavioral measures, which may not fully capture actual long-term cultural participation behaviors. Future research may incorporate behavioral tracking data, longitudinal observation, or experimental designs to further examine how immersive digital experiences influence sustained cultural engagement over time.
Second, the study focuses specifically on the Morin Khuur. Future research may examine whether similar relationships are observed in other intangible cultural heritage contexts.
Third, future studies may compare different immersive technologies (e.g., VR or AR) to assess whether varying levels of immersion are associated with differences in flow and behavioral outcomes.
Conclusion
This study examined how digital viewing experiences are associated with cultural inheritance behavior in the context of Morin Khuur dissemination. A structural model was developed and tested in which interactivity and presence functioned as antecedent variables, flow experience acted as a mediating psychological mechanism, and prior cultural involvement served as a moderating contextual factor.
The findings suggest that interactivity and presence were positively associated with flow experience, and that flow experience was positively associated with reported cultural inheritance behavior. The mediation analysis further indicated that the relationships between interactivity, presence, and cultural inheritance behavior operated primarily through flow experience in the estimated model. These findings highlight the importance of immersive psychological engagement in digital cultural dissemination contexts and suggest that digital exposure alone may not necessarily translate into participatory cultural behavior.
The moderation analysis further showed that prior cultural involvement did not exhibit a statistically significant direct association with cultural inheritance behavior, but strengthened the relationship between flow experience and behavior. Specifically, the positive association between flow experience and cultural inheritance behavior was stronger among individuals reporting higher levels of prior cultural involvement. This finding suggests that prior cultural familiarity may function less as an independent behavioral driver and more as a contextual condition influencing how immersive experiences are associated with participatory cultural responses.
More broadly, the study contributes to research on the digital dissemination of intangible cultural heritage by integrating interactivity, presence, flow experience, and prior cultural involvement within a unified empirical framework. Rather than conceptualizing digital cultural dissemination solely as a process of information exposure, the proposed framework emphasizes immersive psychological engagement as a key mechanism associated with participatory cultural behavior in digital environments. Although the analysis focused on the Morin Khuur context, the framework may also provide insights for understanding digital dissemination processes in other forms of intangible cultural heritage.
From a practical perspective, the findings suggest that digital cultural dissemination strategies may benefit from emphasizing immersive and interactive user experiences rather than focusing exclusively on communication reach or content visibility. Interactive functions, immersive presentation formats, and contextual storytelling may contribute to stronger psychological engagement. In addition, increasing public familiarity with cultural traditions may strengthen the relationship between immersive experience and participatory cultural behavior.
Overall, the study provides empirical evidence regarding the relationships among digital immersive features, psychological engagement, and cultural inheritance behavior in contemporary digital media environments, while extending flow-based digital engagement research into the context of intangible cultural heritage dissemination.
Acknowledgements
The authors thank all participants who contributed their time and experiences to this study. Their responses provided valuable insights into the digital dissemination and cultural inheritance of the Morin Khuur.
Appendix A. Measurement Items
The questionnaire items used in this study were adapted from prior research and revised to fit the digital dissemination context of the Morin Khuur. All items were measured using a seven-point Likert scale ranging from 1 = strongly disagree to 7 = strongly agree.
A1. Interactivity (INT)
| Code | Measurement item |
|---|---|
| INT1 | I can interact with the content through comments, bullet chats, questions, or similar functions. |
| INT2 | I can receive timely feedback after interacting (from streamers, creators, other viewers, or the platform system). |
| INT3 | I can independently control the pace of viewing or learning (e.g., pause, replay, fast-forward, switch content). |
| INT4 | The platform recommends more relevant Morin Khuur content based on my interaction behavior. |
| INT5 | Interactive functions increase my willingness to continue engaging with Morin Khuur-related content. |
A2. Presence (PRE)
| Code | Measurement item |
|---|---|
| PRE1 | I feel as if I am actually present in the Morin Khuur performance or learning environment. |
| PRE2 | I can strongly perceive the atmosphere and sense of “being there.” |
| PRE3 | The visual and audio presentation feels realistic and close to a live experience. |
| PRE4 | I temporarily forget about my surrounding environment while viewing the content. |
A3. Flow Experience (FLO)
| Code | Measurement item |
|---|---|
| FLO1 | I am highly focused when viewing or learning Morin Khuur-related content. |
| FLO2 | I become immersed without noticing how quickly time passes. |
| FLO3 | The viewing or learning experience feels enjoyable and engaging. |
| FLO4 | I am willing to continue viewing or learning and am not easily distracted. |
| FLO5 | I experience a high level of involvement during the activity. |
A4. Cultural Inheritance Behavior (CIB)
| Code | Measurement item |
|---|---|
| CIB1 | I am willing to share or recommend Morin Khuur-related content to others. |
| CIB2 | I am willing to further learn about Morin Khuur culture (e.g., history, repertoire, style, inheritors). |
| CIB3 | I am willing to participate in Morin Khuur-related activities (e.g., online interaction, lectures, offline performances, exhibitions). |
| CIB4 | I am willing to support the inheritance of the Morin Khuur (e.g., following inheritors, purchasing digital content or related products, providing financial support). |
| CIB5 | I am willing to try learning or practicing the Morin Khuur or related ethnic music skills. |
A5. Prior Cultural Involvement (PCI)
| Code | Measurement item |
|---|---|
| PCI1 | Before encountering this content, I was already interested in the Morin Khuur or ethnic music. |
| PCI2 | I usually pay attention to information related to the Morin Khuur or ethnic music. |
| PCI3 | I already had some understanding of Morin Khuur culture (e.g., representative repertoire, performance characteristics, cultural background). |
| PCI4 | I have previously participated in ethnic music-related activities (e.g., appreciation, learning, performance, clubs, or associations). |
Author contributions
Conceptualization: Su Ya Han. Methodology: Su Ya Han. Data curation: Su Ya Han. Formal analysis: Su Ya Han. Investigation: Su Ya Han. Writing—original draft: Su Ya Han. Writing—review & editing: Ao Ri Ge Le, Gao You Han Tang. Visualization: Gao You Han Tang. Supervision: Ao Ri Ge Le.
Data availability
The datasets generated and analyzed during the current study are available from the corresponding author upon reasonable request. The data contain survey responses collected anonymously and are used solely for academic research purposes.
Declarations
Competing interests
The authors declare no competing interests.
Ethics and informed consent statements
This study involved an anonymous, non-interventional online questionnaire survey of adult participants. The requirement for ethical approval was formally waived by the Academic Ethics Committee of Inner Mongolia Minzu University, in accordance with institutional guidelines and national regulations governing non-interventional survey-based research involving minimal risk and no collection of identifiable personal data. All participants were informed about the purpose of the study, and electronic informed consent was obtained prior to participation. Participation was voluntary, and all responses were collected anonymously. All procedures were conducted in accordance with the ethical standards of the institution and the Declaration of Helsinki.
Footnotes
Publisher’s note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
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Associated Data
This section collects any data citations, data availability statements, or supplementary materials included in this article.
Data Availability Statement
The datasets generated and analyzed during the current study are available from the corresponding author upon reasonable request. The data contain survey responses collected anonymously and are used solely for academic research purposes.