In modern times, interactive media are becoming an increasing part of everyday life and include the integration of various digital media, as well as the possibility of personalization and interaction with an interface, system or other users and content. They are also associated with the concept of user experience, which refers to the user's overall experience with the product, namely the interface of the interactive medium. The background of the user experience process while using interactive media can be explained through psychological theories of motivation which focus on quality use of incentives and satisfying the needs for competence and autonomy in order to achieve intrinsic motivation of media users. These fields of interest are combined in the Theory of Interactive Media Effects, which was partially examined in this study using two virtual museum exhibitions and an online survey. The research found that a higher level of media interactivity has a positive effect on user experience and user engagement. Factor analysis also found two factors in the set of questions used for user experience research (user experience and liking the virtual exhibition regardless of the interface design) and one significant factor in the set of questions used for engagement research, confirming construct validity of engagement as defined in the baseline Theory.