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责任编辑：陈诗静

（1.Department of Tourism，History and Culture，Southwest University for Nationalities，Chengdu 610225，Sichuan，China；

2.Department of Tourism，Fudan University，Shanghai 200433，China）

Abstract：The wide application of modern technologies，such as virtual reality and augmented reality，stimulates the upgrading and innovation of enterprise service mode，and also enhances the sense of“presence”and“immersion”in the consumer experience. Immersion can be regarded as a state of high participation which is gradually formed by consumers，and it is also a gradual graded experience process，which could have a positive or negative impact on consumers’experience. As a kind of psychological state，the foreign scholars often distinguished it from“flow”in the past research，and carried on the research of concept connotation. The studies on concept connotation contain the instantaneous theory and the process theory，the technology theory and the individual theory；the studies on measurement contain the methods of single dimension，two- dimension and threedimension；and the studies on formation conditions contain external environment，technological media，and consumers’individual subjective factors. Generally speaking，the overseas research on consumer immersion is relatively mature，and the domestic research can draw on and refer to the existing foreign research and carry out the researches from the following three aspects：the first is to analyze the concepts and dimensions of immersion in the context of Chinese culture；the second is to strengthen the comprehensive research and method innovation on the influencing factors of consumer immersion；and the third is to promote the theoretical and practical innovation and application of consumer immersion mechanisms，so as to promote the in- depth theoretical research on consumer immersion in China and attract the enterprises’attention to the upgrading and innovation of consumption and service mode.

Key words：consumer immersion；operation mechanism；impact；measurement