The future of metaverse adoption: A behavioral reasoning perspective with a text‐mining approach

The metaverse is emerging as a focal point for technological advancement, social interaction, and commerce. Despite brands' enthusiasm for establishing a presence in the metaverse, consumer adoption remains modest, with the initial hurdle being avatar creation. To better understand why consumers are hesitant to engage in the metaverse, this study focuses on avatars as virtual representations of self, particularly during the stage of avatar creation. Drawing on theories of self‐presentation and identity formation, this research investigates how users conceptualise and express their virtual avatars. Through a series of in‐depth semi‐structured interviews, we propose an integrated framework that illustrates how consumers engage in a complex avatar creation process consisting of consolidation, exploration, affirmation, and aspiration. Further, our insights show that avatars serve as extensions of real‐world identities, as well as how this impacts consumption behaviour. These insights are valuable for marketers aiming to develop actionable consumer‐centric metaverse strategies, and researchers investigating consumer behaviour within immersive consumption environments.

Creating a metaverse‐me: Exploring the consumer avatar creation process

Taylor,

Hook,

Carlyle

et al. 2024

The metaverse experience: A scale development study

Mingione,

Mattia,

Materia

et al. 2024

Understanding the metaverse experience (MEX) is paramount to allow companies to exploit its potential and to align with consumers' expectations. Accordingly, this paper develops a scale to identify the main dimensions that define the MEX as well as investigate which constituent dimensions of the MEX are more suited to enhance consumers' attitude toward the metaverse, a key element to foster consumers' exploratory behavior. By drawing on a research design based on multiple stages including qualitative and quantitative data and analysis, this paper develops a measure of the MEX that includes six dimensions: sensory/affective, intellectual, behavioral, relational, interoperability, and safety. The dimensions of intellectual, behavioral, and relational experience were found non‐significant showing that the MEX is built on the experiential dimensions of sensory/emotional, interoperability, and safety. These dimensions were also found to directly affect consumers' attitude toward the metaverse. The paper contributes to current discussion of the metaverse by offering the first tested and reliable scale to measure the MEX.

Psychological Ownership of Avatars in the Metaverse: Its Key Antecedents and Outcomes

Park,

Kim

2024

This study developed and tested a model exploring the antecedents and outcomes of psychological ownership of avatars in the metaverse, considering the moderating role of virtual currency acquisition methods. Using data from 252 ZEPETO users and Partial Least Square‐Structural Equation Modeling (PLS‐SEM), the study found that the ability to control, intimate knowledge, and invest in self significantly enhances psychological ownership of avatars, which extends to virtual products. Notably, the reward system (versus direct purchase) for acquiring virtual currency amplified this ownership extension, and the transference of psychological ownership from avatars to virtual products significantly influenced the intention to purchase corresponding real‐world products. The study underscores the interplay between virtual and real‐world dynamics, highlighting the impact of digital activities on real‐world consumer behavior.