From game to beyond game: Exploring the role of 3D rendering technology in user immersion and virtual consumption in the Metaverse

Abstract

The Metaverse is a virtual shared space that merges physical and digital realities, allowing users to have immersive experiences with avatars and interact in various ways such as socializing, gaming, and commerce. Despite ongoing research on rendering technology and its impact on user immersion, empathy, and virtual consumption from a perspective of social needs, the field is still in its infancy. Little attention has been paid to the role of 3D rendering technology in user immersion synesthesia and virtual consumption in the Metaverse. To address this gap, this study adopts the Stimulus-Organism-Response (S-O-R) model as an overarching theoretical framework and proposes a research model exploring the relationship between user needs and rendering technology as stimuli, user immersion, and empathy as the organism, and virtual consumption behavior as the response. Using empirical user data from Metaverse platforms, the study examines the proposed model. The findings reveal that rendering technology and user needs positively influence user immersion and stimulate virtual consumption. This study provides a new perspective and theoretical foundation for research on Metaverse platforms and expands the scope of virtual consumption studies.