突破傳統Web互動型態，虛擬世界創造多人人際互動、虛實整合人機互動，及人與故事情節連結的互動體驗。本研究選擇角色扮演類的線上遊戲為研究情境，探討人際、人機、人與環境、人與劇本互動情境下沈浸與體驗價值的關係，以得到沈浸全貌。本研究以自發性引導訪談法，歸納出沈浸在感官、情感、知性及行為等四個狀態，並定義所謂沈浸是指消費者產生美感、虛擬視覺化、情緒感染、情緒激發、注意力、好奇心、情境推想、整合思維、控制感的情況。研究結果突破過去沈浸文獻強調的認知心力部分，點出沉浸具有情緒激發與情緒感染的特質，並建議人際互動的競玩與嬉玩特性、人機互動的遊戲劇本驚奇性、因果性與生動性也都能激發沈浸狀態的產生。最後，在沈浸於人際與人機互動虛擬經驗後，消費者會獲得「趣味性」、「成就感」、「尊重」等各種體驗價值。

Break through the traditional Web interaction patterns, virtual world created multiple interpersonal interactions, integrating click-and-mortar human-computer interaction, and the interactive experience of link between human and story. The study uses a role plaingy online game as the research situation to explore the relationship between flow and experience values under the in interactive situation of interpersonal, human-computer, human-environment, and human- script to complete the concept of flow. The present study uses auto-driving interview method not only to generalize the sensory, affective, intellectual, and behavioral states of flow experience, but also defines flow experience as consumers' state of aesthetic, virtual visualization, emotional contagion, emotional arousal, attention focus, curiosity, inferring thinking, integrated thinking, and sense of control. It is recommended that interpersonal interaction with the paidia and ludus characteristics of game, the surprising game script, causality and vividness of human-computer interaction can also stimulate the emergence of flow. Finally, after immersing in the interpersonal and human-computer interaction experience, consumers would perceive experiential value of achievement, reputation, playfulness and others.