Abstract
ABSTRACT This study explores consumer attitudes and purchase intentions for Metaverse offerings, focusing on gaming avatars and platforms, through affordance theory. Analyzing data from 478 consumers with structural equation modeling and artificial neural networks, the research shows that presence based on anthropomorphism and interactivity enhances positive attitudes and purchase intentions. However, unmet psychological ownership needs and perceptions of artificial scarcity diminish these effects. Multi-sensory affordance compensates for these negative impacts, improving attitudes and purchase intentions. Offering a novel conceptualization of avatar affordances, this study addresses literature gaps and provides practical insights for developers to enhance user engagement and monetize Metaverse goods.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.