Stepping into the Metaverse and Unlocking the Power of Interactivity: Examining the Impact of Metaverse Platform Attributes on User Engagement

In this research, we examine user engagement with the metaverse platform using the stimulus-organism-response theory. We used a mixed-methods approach that involved a qualitative study and a quantitative study to answer several research questions. We found that immersiveness, personalization, and homophily are associated with user engagement in the metaverse. We also found that parasocial interaction meditates the relationships from control, immersiveness, personalization, and homophily to user engagement in the metaverse. Self-platform connection plays a crucial moderating role in the mediating effect of parasocial interaction for immersiveness and homophily. This research contributes to the existing literature on metaverse interactivity and user engagement while offering valuable insights into consumer behavior in virtual environments. This study can help organizations enhance their metaverse platforms to increase user engagement in the metaverse.