How do users experience the interaction with an immersive screen?

Ultra-high definition television (UHDTV) is designed using a variety of immersive technologies that are believed to promote user engagement. This study examines the immersion feature of UHDTV by focusing on user experience (UX) to determine whether there is a favorable response by users and whether immersion improves their viewing experience. Further, it examines the relationship between UX and the quality perception of UHDTV to develop a conceptual model for users' quality of experience (QoE) with respect to UHDTV. It uses multiple methods combining experiment (to measure the effect of the immersive experience) and survey (to model the UHDTV UX). The results imply an optimum level of immersion as well as the need for user-based quality measurement. The results confirm the existing models of predicting user intentions with digital technologies and have potential to provide new insights to the research of immersive technologies. •Examine the immersion feature of UHDTV.•User experience and quality perception of UHDTV.•Measures the effect of the immersive experience.