The dark side of the metaverse: The role of gamification in event virtualization

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE International Journal of Information Management Pub Date : 2023-11-17 DOI:10.1016/j.ijinfomgt.2023.102726
Carlos Flavián, Sergio Ibáñez-Sánchez, Carlos Orús, Sergio Barta
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Abstract

The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate and extend in-person events; but the process faces associated challenges. In the absence of relevant empirical studies, the aim of this article is to analyze the positive and negative aspects of the user experience in a cultural event held in the metaverse. A mixed-methods approach is employed to test the proposed hypotheses. The results from three focus groups demonstrated the difficulty that users face in focusing their attention on the main elements of the metaverse, and the inability of this virtual sphere to convey the authenticity of a cultural event. Based on these findings, a metaverse-focused quantitative study was conducted to examine whether perceived gamification mitigate the negative effects of users failing to pay attention in their metaverse experiences. When users increased their attention levels, their ability to imagine the real experience and their perceptions of the authenticity of the cultural event increased, which produced positive behavioral intentions. This is one of the first studies to empirically analyze the tourist experience in the metaverse; managers and policymakers can benefit from the results to hold valuable virtual cultural events.

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元宇宙的阴暗面:游戏化在活动虚拟化中的作用
元网中文化活动的虚拟化为创造有价值的创新体验创造了机会,这些体验可以复制和扩展现场活动;但这一过程也面临着相关的挑战。在缺乏相关实证研究的情况下,本文旨在分析用户在元海外举办的文化活动中的积极和消极体验。文章采用了混合方法来检验提出的假设。三个焦点小组的研究结果表明,用户很难将注意力集中在元宇宙的主要元素上,而且这种虚拟领域无法传达文化活动的真实性。基于这些发现,我们开展了一项以元宇宙为重点的定量研究,探讨游戏化是否能减轻用户在元宇宙体验中注意力不集中所带来的负面影响。当用户提高注意力水平时,他们想象真实体验的能力和对文化活动真实性的感知都会提高,从而产生积极的行为意向。这是第一批对游客在元宇宙中的体验进行实证分析的研究之一;管理者和政策制定者可以从研究结果中获益,举办有价值的虚拟文化活动。
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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