The metaverse, a virtual realm where individuals can engage and transact, has captured global interest due to its immersive nature. This study aims to address fundamental questions surrounding consumer behavior in the metaverse, including the drivers of attraction and the rationale behind purchasing intangible virtual assets. Through a survey involving 248 participants with metaverse experience, the researchers explored the role of perceived interactivity, self-expansion, and metaverse access frequency in shaping purchasing decisions within virtual environments.
Findings from the study revealed that participants' perception of interactivity, characterized by playfulness and connectedness in the metaverse, positively influenced their sense of expanded self. This enhanced self-perception, in turn, heightened their inclination to purchase virtual items within the metaverse. Interestingly, the frequency of metaverse visits was identified as a moderating factor, impacting the relationship between interactivity and purchase intention through self-expansion. These results underscore the nuanced dynamics at play in virtual consumption behaviors.
The study's emphasis on self-expansion theory illuminates the psychological underpinnings of consumer engagement in the metaverse. By exploring how perceived interactivity fosters a sense of personal growth and fulfillment, the research provides valuable insights into the intrinsic motivations that drive individuals to participate and transact within virtual spaces. Moreover, the examination of hedonic adaptation offers a lens through which to understand how repeated exposure to the metaverse may influence consumers' virtual purchasing patterns over time.
As the metaverse continues to evolve as a dynamic digital ecosystem, understanding the factors that shape consumer behavior within this realm is paramount. The research underscores the significance of perceived interactivity, self-expansion, and access frequency in influencing virtual item purchases, highlighting the multifaceted nature of consumer decision-making in virtual environments. By unpacking the complexities of consumer interactions in the metaverse, this study contributes to a deeper understanding of the evolving landscape of digital consumption and engagement.
