What makes the metaverse lovable? Unveiling the interplay between immersive experiences, engagement and the triangular theory of love

Abstract

Purpose The research investigates the influence of immersive experiences (sensory, feel, think and behavioural) on user engagement in the metaverse. It also examines the influence of user engagement on intimacy, passion and commitment. Lastly, the study also investigated the moderating impact of technology anxiety. Design/methodology/approach Using the Prolific online platform, we gathered survey responses from 318 individuals and employed structural equation modeling techniques to test our hypotheses. Findings The result of this study indicates that sensory experience, think experience, feel experience and behavioural experience are significantly associated with engagement towards metaverse platforms. Further, engagement in the metaverse significantly influences passion towards metaverse platforms. Finally, technology anxiety moderates the association between think experience, feel experience and engagement with metaverse platforms. Originality/value This research advances our understanding of how engagement, technology anxiety and user experiences shape interactions within the metaverse ecosystem. It also enriches the triangulation theory of love literature. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-08-2023-0427.