Abstract | As the metaverse evolves, understanding the intricacies of brand-consumer interactions within virtual spaces becomes increasingly critical for researchers and practicioners . Despite their significance in consumer behaviour, the literature on these virtual relationships still needs comprehensive examination. Through an in-field experiment, we surveyed 378 participants engaging with a branded virtual environment on Decentraland. Grounded in Self-Concept, Brand Experience and Consumer Engagement theories, we identify and validate five novel metaverse constructs of brand-consumer virtual interactions via Exploratory Factor Analysis (EFA) on SPSS, 29. We then develop the Brand-Consumer Metaverse Exchange (BCME) model, implementing the resulting scales. Model verification involved Confirmatory Factor Analysis (CFA) and testing 18 hypotheses through Structural Equation Modelling (SEM) and Mediation/Moderation analysis on AMOS, 23. Findings indicate significant impacts of Passive Brand Experience (MPBE), Consumer Individualism and Self (MIS) and Ideal Self-Concept (ISELF) on Metaverse Brand Experience (MBE), with Consumer Innovativeness (MCIN) acting as a critical mediator in the model. |
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