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Article

Digital Immersive Experience of Auspicious Pattern Cultural Symbols: Effects on Consumers' Purchase Decisions and Brand Attachment

Shanpeng Xiao ORCID ,  Nur Haizal Mat Yaakob ORCID ,  Sharih Ahmad Mohamad ORCID
    Received: 23 March 2026; Revised: 14 April 2026; Accepted: 22 April 2026; Published: 8 September 2026

    Abstract

    This study examines the application of innovative auspicious pattern design under a digital technology integration perspective. Moreover, the significant findings show that cultural symbol immersive experience could indicate a core independent variable shaping consumer behavior. Furthermore, the study demonstrates that consumer purchase decision-making and brand attachment appear to function as key dependent variables in this analytical framework. Given that the evidence demonstrates a chain structure, the results show that a four-stage mediation model could establish the pathway: digital immersive experience → cultural identity activation → product value perception → behavioral decision-making. Study shows three methods combined: AR (Augmented Reality) experiment, physiological measurement, questionnaire survey. However, the significant methodological findings show that data could indicate important patterns across 500 Chinese consumers examined in this study. Additionally, the results demonstrate that the study systematically explores how the immersive experience quality of AIGC (Artificial Intelligence Generated Content)-generated auspicious patterns might indicate differential activation of cultural identity. In light of these significant results, the findings show that this activation subsequently shows that shape consumer behavior in relevant ways. Evidence shows AR immersion links cultural identity activation. Thus, the key results show that experiential value has risen to become the primary dimension driving value perception in digital immersive contexts (β = 0.68). Notwithstanding this important result, the evidence shows that willingness to pay a price premium could demonstrate stronger prediction of brand commitment than purchase intention (β = 0.52). Data shows pathway distinct, fosters long-term brand attachment.

    Keywords

    References

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