How users cognitively appraise and emotionally experience the metaverse: focusing on social virtual reality

Abstract

PurposeDespite the increasing interest in the metaverse—immersive three-dimensional virtual worlds wherein personalized avatars interact with one another—little is known about how users cognitively appraise and emotionally experience it. To fill this gap, the present study explores the emotional, behavioral and social consequences of users' cognitive appraisals, while focusing on social virtual reality (VR) as a representative entry point to the metaverse.Design/methodology/approachDrawing on cognitive appraisal theory against the backdrop of a framework for classifying emotions, this study develops and tests a theoretical model to account for users' continuance intention and its consequences in the social VR context based on two-wave panel survey data collected from 216 users of social VR platforms, including AltspaceVR, VRChat, Bigscreen and Rec Room.FindingsThe results of the first survey showed that perceived opportunity was more strongly influenced by technological opportunity than social opportunity, whereas perceived threat was more strongly affected by social threat than technological threat. Integrating the data collected from the first survey with those of the second survey, we also found that users' continuance intention positively influenced both their behavioral engagement and social self-efficacy.Originality/valueBy adopting a longitudinal approach, this study provides insights that may be valuable to researchers and practitioners who seek to use social VR for business purposes. This study also contributes to the metaverse literature by conceptualizing and operationalizing the opportunity and threat factors of social VR and identifying salient emotions that users experience in this context. Finally, this study has practical implications for addressing the social and technological features that may cause adverse user experiences in social VR.