The metaverse experience: A scale development study

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-08-27 DOI:10.1002/cb.2396
Michela Mingione, Giovanni Mattia, Margherita Materia, Giuseppe Pedeliento
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Abstract

Understanding the metaverse experience (MEX) is paramount to allow companies to exploit its potential and to align with consumers' expectations. Accordingly, this paper develops a scale to identify the main dimensions that define the MEX as well as investigate which constituent dimensions of the MEX are more suited to enhance consumers' attitude toward the metaverse, a key element to foster consumers' exploratory behavior. By drawing on a research design based on multiple stages including qualitative and quantitative data and analysis, this paper develops a measure of the MEX that includes six dimensions: sensory/affective, intellectual, behavioral, relational, interoperability, and safety. The dimensions of intellectual, behavioral, and relational experience were found non‐significant showing that the MEX is built on the experiential dimensions of sensory/emotional, interoperability, and safety. These dimensions were also found to directly affect consumers' attitude toward the metaverse. The paper contributes to current discussion of the metaverse by offering the first tested and reliable scale to measure the MEX.
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元宇宙体验:量表开发研究
企业要想挖掘元海外体验(MEX)的潜力并满足消费者的期望,了解元海外体验(MEX)至关重要。因此,本文制定了一个量表,以确定定义元海外体验的主要维度,并研究元海外体验的哪些组成维度更适合增强消费者对元海外的态度,这是促进消费者探索行为的关键因素。通过基于定性和定量数据及分析等多个阶段的研究设计,本文开发了一种 MEX 测量方法,其中包括六个维度:感官/情感、智力、行为、关系、互操作性和安全性。研究发现,智力、行为和关系体验的维度并不显著,这表明 MEX 建立在感官/情感、互操作性和安全性的体验维度之上。研究还发现,这些维度会直接影响消费者对元宇宙的态度。本文提供了首个经过测试的、可靠的量表来测量 MEX,为当前有关元数据的讨论做出了贡献。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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