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The metaverse experience: A scale development study
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AI
DOI：10.1002/cb.2396.png)
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摘要
En 中文
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.
Keyword:
STRUCTURAL EQUATION MODELS
CUSTOMER EXPERIENCE
BRAND EXPERIENCE
ARTIFICIAL-INTELLIGENCE
AUGMENTED REALITY
FLOW EXPERIENCE
ONLINE
INVOLVEMENT
PURCHASE
FIT
期刊
IF:
5.2
论文数:
1.4K
被引数:
5.1K
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