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 language | English |
|---|---|
| Pages (from-to) | 602-618 |
| Number of pages | 17 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 40 |
| Issue number | 7 |
| DOIs | |
| State | Published - 2023 |
Bibliographical note
Publisher Copyright:© 2023 Informa UK Limited, trading as Taylor & Francis Group.
Keywords
- MICE
- Metaverse event
- construal level theory
- perceived value
- psychological distance
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