The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse

Abstract

Despite the growth of the metaverse, users' perception of their self-image based on the embodied elements remains unexplored. This research explores the metaverse world's relationship between embodiment, experience, expression, and continuance intention. This research deploys an exploratory sequential mixed-method research design to operationalise the study objective. Study 1 performs a qualitative investigation to develop a hypothetical model, and Study 2 employs a 3 × 3 factorial experimental design with 356 participants to investigate the proposed hypotheses. The results indicate that embodied presence and co-presence can lead to positive continuance intentions. Also, it is crucial to develop self-image expressions in the metaverse space. This research offers multiple insights and advances the theoretical knowledge of cognitive embodiment, flow, cognitive bias, and expectancy confirmation theories. The results can also aid metaverse practitioners in designing an interactive metaverse domain.