Can Multi-Sensory Affordance Mitigate the Shortcomings of Metaverse offerings?
Devansh Pandey, Srabanti Mukherjee · The Journal of Marketing Theory and Practice · 2024
This study explores consumer attitudes and purchase intentions for Metaverse offerings, focusing on gaming avatars and platforms, through affordance theory. Analyzing data from 478 consumers with structural equation modeling and artificial neural networks, the research shows that presence based on anthropomorphism and interactivity enhances positive attitudes and purchase intentions. However, unmet psychological ownership needs and perceptions of artificial scarcity diminish these effects. Multi-sensory affordance compensates for these negative impacts, improving attitudes and purchase intentions. Offering a novel conceptualization of avatar affordances, this study addresses literature gaps and provides practical insights for developers to enhance user engagement and monetize Metaverse goods.