Decoding millennials and generation Z consumers' brand behaviors in the Metaverse: The relationships among avatar identification, self‐presence, and psychological dynamics

This study investigated the impact of consumer avatar identification on purchase intentions in the Metaverse, examining the roles of self‐presence, emotional closeness, and perceived appropriateness of brand strategies. A total of 312 individuals aged 18–42 years old (comprising millennials and Generation Z) participated in an online survey. The findings indicated that wishful identification significantly fosters self‐presence and emotional closeness compared to similarity identification. Moreover, the heightened emotional closeness to avatars positively influences the perceived appropriateness of brand strategies, subsequently influencing purchase intentions. The study reinforced the importance of understanding consumer avatar relationships in virtual environments for effective brand engagement, suggesting that wishful identification might be more influential in shaping brand perceptions and consumer behaviors in the Metaverse. This study contributes to the existing literature on consumer behavior by investigating the dynamics of consumer behavior of the Metaverse, where consumers' brand experiences are predominantly mediated through avatars.