人性化的 Metaverse:零售平台与旅游平台的心理参与和大众品牌价值

IF 8.6 2区 管理学 Q1 BUSINESS
Dan Jin
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引用次数: 0

摘要

通过两项实验研究,本研究提出了化身的自我表征和监管信息框架的概念,以发现零售和旅游平台中的心理参与和大众品牌价值,展示了化身的自我表征和信息框架如何能够潜在地显示元宇宙中的元宇宙心理参与。在研究头像虚假性时应用了普罗泰斯效应(proteus effect)。在研究 1(n = 846)中,运用了促进/预防监管焦点理论来研究假设零售和旅游平台中信息框架的影响。此外,研究还采用了 "大众声望 "理论,进一步研究了 "大众声望 "价值的决定因素。与研究 1 同时进行的研究 2(n = 817)采用了现实世界中的大都会世界--古驰金库广场(零售)和百度西凉(旅游),通过大众声誉价值同样考察了用户心理卷入对大都会世界卷入的影响。受访者被分配到自我宣传或自我验证的头像条件中。结果表明,这些特定的自我宣传和自我验证类别具有明显的下游效应,从而为测量和理解化身背景下的在线自我认知提供了一个重要的概念子维度。当参与者在以预防为重点的信息条件下想象使用自我验证化身时,观察到了显著的效果。此外,Metaverse 平台是影响声望的关键因素。对 Metaverse 的大众声望价值的探索表明了自我提升与大众对奢侈品的渴望之间的关系,而这种渴望强调了 Metaverse 的参与性。这项研究提出了一个重要的见解,即虚拟化身的自我表现所带来的影响可以建立一种新的元互动形式。这项研究为虚拟零售和旅游元宇宙应用技术提供了见解,以便在元宇宙中为用户提供心理上更真实的解决方案。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms

Across two experimental studies, this research puts forward the concept of avatars' self-representation and regulatory message framing to discover psychological involvement and masstige value in retail and tourism platforms, demonstrating how avatar self-representation and message framing can potentially indicate Metaverse psychological involvement in the Metaverse. The proteus effect was applied to study avatar falsity. The promotion/prevention regulatory focus theory was employed to examine the effect of message framing in hypothetical retail and tourism platforms in Study 1 (n = 846). Further determinants of masstige value were captured using the masstige theory. In parallel with Study 1, Study 2 (n = 817) adopted real-world examples of the Metaverse—Gucci Vault Plaza (Retail) and Baidu Xi Rang (Tourism) to equally examine the effect of users' psychological involvement on Metaverse involvement via masstige value. Respondents were allocated to either a self-promotion or self-verification avatar condition. The results demonstrated significant downstream effects of these specific self-promotion and self-verification categories, thereby contributing to an important conceptual subdimension in the measurement and understanding of online self-perception within the context of avatars. When participants imagined using a self-verification avatar in the prevention-focused message condition, significant effects were observed. Further, a Metaverse platform is a critical factor that affects masstige. Exploring the masstige value at the Metaverse demonstrates the relationship between self-enhancement and masstige desire for luxury that underscores Metaverse involvement. The research presented a critical insight into the carryover effects of self-representation of avatars that can establish a new form of meta-interaction. This research provides insights into technology in virtual retail and tourism Metaverse applications to provide users with more psychologically authentic solutions within the Metaverse.

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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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