How Immersive Flow Experiences in the Metaverse Supercharge Awe, Place Attachment, and Engagement

We examine the effects of key metaverse characteristics on users' experiences of awe and place attachment as well as how these experiences influence user engagement. Using a mixed-methods approach, we first conducted in-depth qualitative interviews to explore relevant constructs and relationships, then empirically validated the model we developed from the interviews. We found focused immersion, enjoyment, and telepresence to be positively associated with awe and place attachment. In turn, awe and place attachment significantly predict user engagement, with social threat moderating the relationship between place attachment and engagement. This study contributes to the growing body of literature on the metaverse and user engagement, while also extending theoretical insights from flow theory. The findings offer practical guidance for designers and developers seeking to enhance user engagement in immersive digital environments.