What Drives Consumers to Engage in Immersive Technologies? A Consumer Metaverse Engagement Motivation Model
Year: 2024
Type: article
Abstract: ABSTRACT As an immersive technology, the metaverse is becoming a popular environment among brands and consumers. However, little is known about what drives consumers to engage in metaverse platforms. Previous research identifies different consumer motivations to engage in online platforms, but with its immersive, grift, and complex nature, the metaverse differs from other online environments. This exploratory research aims to understand consumer metaverse engagement motivations and proposes a consumer motivation model. The proposed model stems from three qualitative studies (in‐depth interviews, focus groups, and word association) and is tested and validated through two quantitative studies. Finally, the model provides specific foci for brands for metaverse investments for experientially, socially, and functionally motivated consumers.
Source: Psychology and Marketing
DOI: 10.1002/mar.22158
Authors: Yunus Kalender, Francisco Guzmán
Institution: University of North Texas
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4404618157