Fidelity of the key elements in metaverse and consumer response

This study examines how varying degrees of fidelity in key metaverse elements―avatars, environmental space, and branded products―affect consumer responses within metaverse-based consumption contexts. A survey was distributed to metaverse users from general participants in South Korea. We conducted three experimental studies to test the role of avatar, environmental space and branded products. By distinguishing between the categories of metaverse implementation, we found that real world based-features lead to a more positive consumer response in each setting. This study categorizes the metaverse spaces consumers currently engage with into two primary types: reality-based and virtual-based environments. By distinguishing between these two environments, this study seeks to understand which aspects of metaverse features lead to a more positive consumer response in each setting.