Unlocking Metaverse Flow Experience Using Theory of Interactivity and User Gratification Theory

The study aims to examine and identify the important antecedents and consequences of Metaverse flow experiences, leading to user gratifications and purchases on the Metaverse platform. The study used the theory of interactivity integrated with user gratification theory to investigate purchases on Metaverse. 379 responses received through the online survey were analysed through structural equation modeling. The study found that interactivity made of Metaverse design characteristics and User interactivity, Metaverse augmentation made of Wearable devices and Avatars lead to a flow experience. The study also validated that metaverse flow induced hedonic gratification for metaverse purchases. However, the study refuted the influence of flow experience on utilitarian gratification and purchase. The study makes a novel input to the existing literature on consumer behaviour concerning metaverse purchases. Marketers can gain insight from our study regarding the metaverse flow factors that stimulate hedonic and utilitarian gratification, thereby increasing purchases through the metaverse platform.