The Zenith of Flow Consciousness in Metaverse: Glancing the Consumer Behavior in the Future

Abstract

This study investigates consumer behavior within the metaverse, focusing on the influence of social presence, flow consciousness, e-trust, and affinity for technology interaction on the propensity to buy online and intentions to prosume. A quantitative research approach was employed, with data collected via an online survey from 502 Zepeto users. Hypothesis testing was done to analyze the relationships among variables. The study found significant positive relationships of social presence and flow consciousness with the propensity to buy online and intentions to prosume within the metaverse. E-trust was identified as a moderator, enhancing the effects of social presence and flow consciousness on consumer behaviors. Additionally, affinity for technology interaction moderates the relationship between flow consciousness and consumer actions in virtual environments. This research makes a novel contribution by integrating Social Presence Theory, Flow Theory, and the Technology Acceptance Model (TAM) within an immersive, avatar-based metaverse context, a combination that has not been previously explored in virtual environment or social commerce literature. By addressing this theoretical gap, the study provides a comprehensive framework to understand how emotional, cognitive, and social factors interact to drive behavior in emerging digital ecosystems. The findings offer actionable insights for businesses aiming to enhance virtual experiences by prioritizing social interaction design, fostering immersive flow states, and embedding trust-building mechanisms to support secure and engaging consumer journeys.