Consumer sticky purchase intention for personalized digital collections of cultural heritage in metaverse: from the prospective of self-concept

The integration of metaverse technology with digital collections of cultural heritage (DCCH) presents a novel paradigm for museum economics and consumer engagement. Despite the burgeoning interest in DCCH, a gap exists in understanding the mechanisms that drive consumers' sticky purchase intention (SPI) in this space. This study addresses this void by examining the role of self-concept triggering (SCT) and perceived scarcity within the metaverse, moderated by platform identity (PI). Utilizing a moderated mediation model with a sample of 763 respondents, we reveal that SCT significantly enhances perceived scarcity and SPI, processes that are positively moderated by PI. This research contributes to the literature by linking individual and group identities to consumer behavior in the metaverse. Our findings highlight the threshold effect of PI, offering museums and metaverse platforms a group-oriented approach to amplify individuals' SPI. This strategy leads to more effective utilization of DCCH, yielding both economic and engagement benefits.