Metaverse customer experience: conditional mediation of avatar self-congruity, user similarity and well-becoming
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DOI: 10.1108/jcm-10-2024-7298
Abstract: As an immersive and interactive virtual environment, the metaverse is revolutionising customer experiences and interactions. This study aims to explore the effect of user–avatar self-congruity on customer experience, well-becoming and metaverse usage intentions. Based on… read more here.
Keywords: well becoming; becoming metaverse; customer experience; avatar ... See more keywords