Abstract
ABSTRACT This study aims to investigate how metaverse scenes influence users’ metaverse flow experiences and their level of satisfaction, ultimately leading to electronic word-of-mouth in the context of the Guangfu Temple Fair. The partial least squares method was used to explore the conceptual model using 625 valid survey data points collected during the metaverse festival. The empirical results indicate that the metaverse scene has a substantial effect on visitors’ metaverse flow experience. Previous visits serve as key moderators in the relationship between the metaverse flow experience and user satisfaction with the metaverse environment pertaining to the festival.
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