Psychological dynamics in the metaverse: evaluating perceived values, attitude, and behavioral intention in metaverse events

Miju Choi, Youngjoon Choi, Saeid Nosrati, Tadesse Bekele Hailu, Seongseop Kim

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study investigated the underlying psychological mechanisms associated with metaverse events. By adopting a mixed methods approach, Study 1 found three major themes: “immersive experience”, “escapism”, and “game changer”. Study 2 highlighted the substantial influence of traditional and metaverse-specific perceived values on attitude, with the exception of the functional value relating to price. In addition, the moderating roles of playfulness (high vs. low) and psychological distance (high vs. low) were found to be significant in the relationship between attitude and behavior. The results provide meaningful implications in light of event participants’ reactions to the novel technology that enables metaverse events.

Original languageEnglish
Pages (from-to)602-618
Number of pages17
JournalJournal of Travel and Tourism Marketing
Volume40
Issue number7
DOIs
StatePublished - 2023

Bibliographical note

Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.

Keywords

  • construal level theory
  • Metaverse event
  • MICE
  • perceived value
  • psychological distance

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