Interplay of immersion, absorption, and flow in virtual reality: Based on experience economy theory and flow theory

Yuanhan Fang and Yerim Chung

Journal of Global Fashion Marketing, 2025, vol. 16, issue 2, 212-230

Abstract: This paper investigates whether immersive experiences (escapism and esthetic experiences) precede and influence absorptive experiences (educational and entertainment experiences) in a VR tourism setting. In addition, we examine the mediating role of flow – characterized by enjoyment, concentration, and time distortion – in the relationship between immersion and absorption. An empirical investigation was conducted using a survey of 350 participants who took part in VR tours. Partial least squares structural equation model (PLS-SEM) was used to test the hypotheses. The results reveal that immersive experiences positively influence absorptive experiences when both experiences share the same level of participation, whether active or passive. Additionally, our study confirms that flow mediates the relationship between immersion and absorption, no matter the level of participation. This study is the first to explore a reverse causal relationship between absorption and immersion, challenging the existing literature. Additionally, it makes a valuable contribution by examining the mediating effect of flow within the framework of experiential economic theory in the context of VR tourism.

Date: 2025
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DOI: 10.1080/20932685.2024.2423361

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