TY - JOUR
T1 - Informative and peripheral metaverse
T2 - Which leads to experience? An investigation from the viewpoint of self-concept
AU - Balakrishnan, Janarthanan
AU - Das, Ronnie
AU - Alalwan, Ali Abdallah
AU - Raman, Ramakrishnan
AU - Dwivedi, Yogesh K.
N1 - Publisher Copyright:
© 2024 The Author(s)
PY - 2024/7
Y1 - 2024/7
N2 - The growth of the Metaverse has been massive in the last two years. However, limited evidence exists to understand how consumers perceive it as a potential retail space. This study investigates the effect of information (central route) and design (peripheral route) to experience and its subsequent impact on purchase intention and continuation intention in the Metaverse. The study also employed actual and ideal self-congruence to test its indirect effect on the model. This study was conducted using a simulated metaverse space by employing a 3x3 factorial design in which the data was collected from 354 participants. The results indicate that information and design are crucial in developing a metaverse experience, which builds positive purchase and continuation intentions in metaverse space. It was also found that ideal self-congruence with the Metaverse significantly creates an indirect relationship effect. The study extends theoretical knowledge of various theories and metaverse literature and suggests implications to managers.
AB - The growth of the Metaverse has been massive in the last two years. However, limited evidence exists to understand how consumers perceive it as a potential retail space. This study investigates the effect of information (central route) and design (peripheral route) to experience and its subsequent impact on purchase intention and continuation intention in the Metaverse. The study also employed actual and ideal self-congruence to test its indirect effect on the model. This study was conducted using a simulated metaverse space by employing a 3x3 factorial design in which the data was collected from 354 participants. The results indicate that information and design are crucial in developing a metaverse experience, which builds positive purchase and continuation intentions in metaverse space. It was also found that ideal self-congruence with the Metaverse significantly creates an indirect relationship effect. The study extends theoretical knowledge of various theories and metaverse literature and suggests implications to managers.
KW - Continuation intention
KW - Elaboration likelihood model
KW - Information processing
KW - Metaverse design
KW - Metaverse experience
KW - Purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85189751890&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2024.108223
DO - 10.1016/j.chb.2024.108223
M3 - Article
AN - SCOPUS:85189751890
SN - 0747-5632
VL - 156
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 108223
ER -