The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being

IF 9.6 2区管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2024-08-27 DOI:10.1108/jrim-07-2023-0234

Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung Lee

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Abstract

Purpose

The synchronous interactivity in the metaverse afforded copresence, the feeling of being together with other users. Applying the flow theory, this study examines how copresence improves the subjective well-being of users through flow and escapism.

Design/methodology/approach

An online self-administered survey of 212 US adults who are currently using metaverse platforms is conducted. The collected data are analyzed by SPSS 27.0 for descriptive statistics and reliability analysis. AMOS 27.0 is employed for the confirmatory factor analysis. The bootstrapping analysis via the PROCESS Macro is used to analyze the mediating and moderating effects.

Findings

The results find that copresence, flow, and escapism improve the subjective well-being of metaverse users. A serial mediation analysis reveals that the influence of copresence on subjective well-being is mediated by flow and escapism. Additionally, the impact of escapism on subjective well-being is moderated by self-expansion.

Originality/value

The findings contribute to the metaverse literature and the industry by highlighting the role of copresence in improving user experience and subjective well-being.

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元宇宙中的共处感：共处对主观幸福感的积极影响

目的：元宇宙中的同步互动性提供了 "共在"（copresence），即与其他用户在一起的感觉。本研究运用流动理论，探讨了 "共在 "如何通过 "流动 "和 "逃避 "提高用户的主观幸福感。收集到的数据通过 SPSS 27.0 进行描述性统计和可靠性分析。采用 AMOS 27.0 进行确证因子分析。通过 PROCESS 宏进行引导分析，以分析中介效应和调节效应。结果结果发现，共存、流动和逃避现实提高了元海外用户的主观幸福感。序列中介分析表明，共存对主观幸福感的影响是由流动和逃避所中介的。此外，逃避现实对主观幸福感的影响受到自我扩张的调节。原创性/价值研究结果通过强调共在感在改善用户体验和主观幸福感方面的作用，为元海外文献和行业做出了贡献。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.