Abstract
AbstractReal-time multisensory social interactions (RMSIs) between people are at the center of the metaverse, a new computer-mediated environment consisting of virtual “worlds” in which people act and communicate with each other in real-time via avatars. This research investigates whether RMSIs in the metaverse, when accessed through virtual-reality headsets, can generate more value for interactants in terms of interaction outcomes (interaction performance, evaluation, and emotional responses) than those on the two-dimensional (2D) internet (e.g., Zoom meetings). We combine theoretical logic with extensive field-experimental probes (which support the value-creation potential of the virtual-reality metaverse, but contradict itsgeneralsuperiority) to develop and refine a framework of how RMSIs in the metaverse versus on the 2D internet affect interaction outcomes through interactants’ intermediate conditions. The refined framework serves as foundation for a research roadmap on RMSIs in the metaverse, in which we highlight the critical roles of specific mediating and moderating forces along with interactional formats for future investigations of the metaverse and also name key business areas and societal challenges that deserve scholarly attention.
Funder
Westfälische Wilhelms-Universität Münster
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Economics and Econometrics,Business and International Management
Reference151 articles.
1. Abdullah, A., Kolkmeier, J., Lo, V., & Neff, M. (2021). Videoconference and embodied VR: Communication patterns across task and medium. Proceedings of the ACM on Human-Computer Interaction., 5(CSCW2), 1–29.
2. Al-Jundi, H. A., & Tanbour, E. Y. (2022). A framework for fidelity evaluation of immersive virtual reality systems. Virtual Reality, 26, 1103–1122.
3. Allenby, G. M., & Rossi, P. E. (1998). Marketing models of consumer heterogeneity. Journal of Econometrics, 89(1), 57–78.
4. Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. Holt, Rinehart and Winston.
5. Amenabar, T., & Lee, J. (2022). ‘Fortnite’: Battle royale, concert venue and, maybe, the start of the metaverse. Washington Post. Retrieved September 28, 2022 from https://www.washingtonpost.com/video-games/interactive/2022/fortnite-anniversary-epic-games/
Cited by
50 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献