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Awe-inspired experience in the metaverse: A multi-study investigation

Author

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  • Kautish, Pradeep
  • Lim, Weng Marc
  • Joshi, Nisarg

Abstract

The emergence of the metaverse has transformed marketing and retailing strategies by fusing physical and virtual environments to foster immersive experiences and social interactions. We explore awe-inspired experience as a novel self-transcendent behavioral phenomenon across three studies. Findings reveal that metaverse settings surpass conventional online scenarios in triggering awe-inspired experiences, driven first by a sense of immersion and then by a sense of presence (Study 1). Introducing virtual shopping avatars amplifies this effect, with perceived interactivity serving as a mediator (Study 2). Self-avatars further enhance awe-inspired experiences relative to brand-managed virtual shopping avatars, underscoring the importance of personalization (Study 3). These insights carry implications for marketers and retailers seeking to deepen consumer engagement, suggesting that strategically integrating avatars can heighten self-transcendent reactions in metaverse-based encounters.

Suggested Citation

  • Kautish, Pradeep & Lim, Weng Marc & Joshi, Nisarg, 2025. "Awe-inspired experience in the metaverse: A multi-study investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001699
    DOI: 10.1016/j.jretconser.2025.104390
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