From Banking Halls to Virtual Halls: A Conceptual Framework on How Intrinsic and Extrinsic Factors Drive Real-World Purchase Intention and Decisions in the Metaverse

This study proposes a conceptual framework to investigate the factors influencing real-world purchase intention and purchase decisions within the metaverse, with a particular focus on Bank BTN's Virtual Expo. Integrating Self-Determination Theory (SDT) and Stimulus-Organism-Response (S-O-R) Theory, the model posits that perceived usefulness and trust in the platform as external stimuli that affect psychological responses, including perceived relatedness, perceived competence, and perceived autonomy. These psychological constructs are hypothesized to influence users’ identification with the metaverse (Metaverse Identification), which in turn drives their purchase intention and decision-making in the real world. This framework contributes to the theoretical advancement of SDT and S-O-R by adapting them to immersive digital contexts and introduces Metaverse Identification as a key mediating variable. Managerially, the model offers strategic insights for platform developers and marketers aiming to foster deeper user engagement and conversion within virtual environments. While this study remains conceptual, it lays the groundwork for future empirical testing in the context of immersive commerce.