<p>Social media has emerged as a critical platform for user-enterprise interaction, shaping distinct psychological and behavioral patterns that differ from offline contexts. Based on Stimulus-Organism-Response theory (SOR) and Self-Determination theory, this study examined how social media scene perception influences users’ intention to engage in innovative activities. It further explored the moderating role of virtual user characteristics in the relationship between scene perception and users’ innovative participation intention. A total of 861 valid questionnaires were collected from social media users. To test the research hypotheses, analytical methods including mediation effect analysis, moderation effect analysis, and moderated mediation effect analysis were employed. The key findings are as follows: (1) Scene perception in social media (environmental scene perception and emotional scene perception) exerts a positive impact on users’ innovative participation intention. (2) Innovative motivation plays a partial mediating role in the relationship between social media scene perception and users’ innovative participation intention. (3) Reliability in virtual user characteristics does not have a significant positive moderating effect on the relationship between innovative achievement and users’ innovative participation intention. (4) Extraversion can positively regulate the relationship between innovative achievement and users’ innovative participation intention. Theoretically, this study enriches the research perspectives on users’ innovative participation intention. Practically, it provides further guidance for enterprises seeking to enhance competitiveness through social media scene shaping.</p>