VALEUR PERÇUE DE L'EXPERIENCE VIRTUELLE DES METAVERS ET PROPOSITION D'UNE TYPOLOGIE D'UTILISATEURS

Sarra Azib (), Norchene Ben Dahmane Mouelhi () and Chourouk Mzahi ()
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Sarra Azib: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO EPE - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO EPE - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: Metaverses are enjoying a significant craze, which can be explained by the originality and richness of the lived experience. This research aims to better understand this phenomenon by exploring its virtual experience under the perspective of perceived value. An exploratory qualitative study was carried out by conducting 15 individual semi-structured interviews with metaverse users. The results show that the virtual experience of metaverses is valued according to a trade-off between benefits (instrumental, hedonic, communication and escape) and sacrifices (monetary, non-monetary and perceived risks). A typology of metaverse users is also proposed to help practitioners orient their marketing strategies and actions to each type of user.

Keywords: typologie d'utilisateurs Metaverse; valeur perçue; utilisateur; expérience virtuelle; Métavers (search for similar items in EconPapers)
Date: 2024-06-05
Note: View the original document on HAL open archive server: https://hal.science/hal-05404615v1
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Published in Congrès International de l'Association Française du Marketing, Jun 2024, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05404615

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