Unveiling the Impact of Flow Experience on Consumers’ Purchases in the Metaverse

Pramod Dhanya and Patil Kanchan Pranay
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Pramod Dhanya: Symbiosis Centre for Information Technology, Symbiosis International (Deemed University), Pune, India
Patil Kanchan Pranay: Symbiosis Centre for Information Technology, Symbiosis International (Deemed University), Pune, India

Journal of Information & Knowledge Management (JIKM), 2025, vol. 24, issue 05, 1-34

Abstract: The term “metaverse†refers to a shared 3D virtual world that incorporates the immersion component of the metaverse through the usage of augmented reality (AR) and virtual reality (VR) services. This study investigated the connections between consumers’ perceptions of metaverse media attributes, their metaverse flow experiences, their behaviour, emotive and cognitive responses, and ultimately their purchases in the metaverse. This research is based on the theory of interactivity media effects and flow theory to investigate online purchases on the metaverse platform. 491 customer responses received through the Google survey were analysed through partial least squares (PLS) structural equation modelling (SEM). This study highlighted that metaverse media characteristics like interactivity, augmentation, vividness and navigability had a significant influence on the flow experience of customers, whereas synchronicity was found to have an insignificant influence on the flow experience. Additionally, this study validated that metaverse flow induced affective responses and behavioural responses. However, this study rejected the influence of metaverse flow experience on cognitive response and metaverse purchase. The study adds a novel aspect to the knowledge of consumer behaviour about purchases made in the metaverse. Marketers can learn more about the metaverse flow elements that increase purchases through the metaverse platform by stimulating affective, cognitive and behavioural responses. This study presents a metaverse medium to marketers and offers a structural model of consumer navigation behaviour in the metaverse that integrates the idea of flow and marketing consequences.

Keywords: Metaverse media characteristics; flow experience; interactivity; ective response; cognitive response; metaverse purchase (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1142/S0219649225500546

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