When Immersion Needs Control: How Display Modality and Active Control Shape Sharing Intention in Digital Cultural Experiences

The study investigates how display modality (2D vs. VR) and active control (low vs. high) jointly influence users' sharing intention, narrative transportation, perceived usefulness, and sharing-preparation behavior in digital traditional craftsmanship experiences.Three independent 2 × 2 between-subjects experiments were conducted using a digital tie-dyeing experience as the cultural content.

All experimental sessions were implemented on the Apple Vision Pro headset to ensure consistent hardware performance. The dataset includes:Experiment 1 (N = 168): Tests the basic interaction effect of display modality and active control on sharing intention.Experiment 2 (N = 180): Replicates the interaction and examines the parallel mediating roles of narrative transportation and perceived usefulness.Experiment 3 (N = 192): Re-operationalizes active control as access-order control over craft nodes and includes sharing-preparation behavior as an observable outcome.For each experiment, the dataset includes:Demographic variables (gender, age)Baseline control measures (prior knowledge, cultural interest, general sharing habits)Experimental condition assignments (display modality and active control)Multi-item scale responses for sharing intention, narrative transportation, and perceived usefulness (5-point Likert scales)Behavioral indicators (sharing-preparation behavior, immediate sharing choice, recommendation-sentence completion)All data have been anonymized to protect participant confidentiality.