Awe experience of leisure activity in the metaverse: perceived value, satisfaction and intention

Abstract

Research on the emotional experience within the metaverse has primarily focused on general dimensions of users' emotional experiences, with less attention to investigating specific emotions such as awe. This study aims to fill this gap by examining the emotional experience of awe during metaverse leisure activities. Through a survey conducted among participants at a metaverse concert, the study explores the relationship between awe, perceived value, satisfaction, and intention. Data were collected through an online questionnaire that assessed awe experiences, leisure satisfaction, perceived value, and behavioural consequences. A total of 306 metaverse concert attendees participated in the study. Results from structural equation modelling (SEM) analysis indicate that awe in the metaverse has a positive impact on perceived value, satisfaction, and behavioural intention. Additionally, serial mediation analysis using SEM in PROCESS Macro Model 6 as proposed by Hayes reveals that perceived value and satisfaction sequentially mediate the relationship between awe and behavioural intention. This study represents a pioneering effort to analyse a proposed model incorporating awe, perceived value, satisfaction, and behavioural intention within the context of metaverse and virtual concert activities. This study's theoretical and practical outcomes are expected to provide meaningful contributions to the existing literature on metaverse leisure activities.