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Gen Z’s Engagement with the Metaverse: Mediated Role of Symbolic Gratification and Desired Enhancement of Reality and Moderated Role of Gender

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  • Vinish Kathuria

Abstract

The avatar-driven metaverse represents the convergence of the physical and digital realms using real-time 3D software. We leverage the uses, gratifications, and customer engagement (CE) theories to study factors impacting Generation Z’s (Gen Z) engagement with the multisensory immersive metaverse environment. Our research on 204 Gen Z participants from the USA (46% female) indicates that Gen Z’s hedonic needs for engaging with the metaverse are higher than their cognitive needs. Self-expression (symbolic gratification) and the desired enhancement of reality mediate the relationship between hedonic needs and CE. Using a moderated serial mediation model, we show that the effects of serial mediation are moderated by gender. This research enhances the behavioural science research on new-age technology usage amongst Gen Z.

Suggested Citation

  • Vinish Kathuria, 2023. "Gen Z’s Engagement with the Metaverse: Mediated Role of Symbolic Gratification and Desired Enhancement of Reality and Moderated Role of Gender," Metamorphosis: A Journal of Management Research, , vol. 22(2), pages 133-145, December.
    • Handle: RePEc:sae:metjou:v:22:y:2023:i:2:p:133-145
    DOI: 10.1177/09726225231218055
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