Dimensions of Perceived Value That Influence the Intention to Adopt the Metaverse
Sebastiano Mereu · Advances in marketing, customer relationship management, and e-services book series · 2022
This chapter examines antecedents and dimensions of perceived value that influence the intention to adopt metaverse experiences provided by popular spectator sports organisations. It further offers recommendations for the conceptualisation and implementation of immersive virtual experiences. Recommendations are based upon an extensive literature review and empirical research undertaken specifically for this publication. The chapter first defines what the metaverse is and explores examples of how it can offer new opportunities for spectator sports brands to attract fans to experience the metaverse. A conceptual model is then offered upon a discourse on the relevant dimensions of perceived value and their antecedents. The analysis and discussion of the collected quantitative data (n=504) offers the foundation for recommendations on how spectator sports organisations can design and promote immersive metaverse experiences and foster continuous fan engagement.