Getting Metaverse-Ready: The mediating effect of Avatar-Based Experience on Intention to Use Metaverse
Our study aims to explores the impact of Metaverse landscape on customer engagement (CE) and the mediating effect of avatar-based experience (ABE) on intention to use Metaverse (IUM). The study developed a conceptual model, measurement tools, questionnaires, and collected 377 valid responses from Indian users using snowball sampling technique. We utilized SPSS-AMOS to construct a structural equation model (SEM) for data analysis. The results of the study revealed that the Metaverse, including perceived enjoyment, perceived interactivity, and perceived innovation significantly influences CE. ABE in metaverse exhibits a significant mediation effect between CE and IUM. The study highlights the explanatory power of ABE in practical scenarios, highlighting the shift from passive digital consumption to active and immersive user engagements within the Metaverse. This convergence of digital simulation and the Metaverse offers profound insights for academia and industry which will enrich our understanding of avatars' role within this new digital landscape.