Examination the Impact of Interactive Animation on College Students’ Behavior: Insights from TAM and SEM

Interaction in animation provides an immersive experience while also influencing user behaviour and acceptance, and interactive animation incorporating usability principles can further enrich the user experience. The research gap lies in understanding usability principles, immersion’s influence on user perception, and acceptance behavior of interactive animation. This study aims to explore the potential impact of aesthetic design and user control on viewers’ perceptions and to explore the mediating roles of immersion and positive emotions in shaping viewers’ behavioral intentions. A total of 117 university students participated in this survey, which was distributed to students via a self-administered questionnaire. Structural equation modelling analysis was carried out using R studio to define latent and observed variable relationships, parameter, estimation and assessment of goodness of fit, and the model was validated. The analysis revealed that the constructs of aesthetic design and user control have a significant impact on perception and immersion, which ultimately affects viewers’ behavioural intentions towards animation. The results of this study lay the foundation for the validation and extension of immersion theory and technology acceptance models in the field of animation. This study supports animation theory and technology model validation, enhancing user behavior experience understanding for animation design.