“…It is based on the concept of cognitive engagement [ 21 ] and the theory of flow [ 22 ] and has been extensively researched in various academic fields, such as psychology, education, and marketing. CA has been used as a construct to measure user engagement and immersion in various technologies [ 20 , 23 ], such as e-learning systems (Saadé & Bahli, 2005), online games (Hou & Li, 2014), social media platforms (Zhang et al, 2016), and VR applications (Chen et al, 2017). CA influences user attitudes and behaviors toward technology adoption and use [ 24 ].…”