The more real, the more chaotic? Research on cyber-aggression of metaverse platform users

Purpose Despite growing discussion on the potential harm of the metaverse, there remains limited understanding of the factors driving cyber-aggression on metaverse platforms. Addressing this gap, this study focuses on the influence of platform scene design and governance rules on user behavior. Design/methodology/approach We adopted a mixed-methods approach. First, we conducted 36 in-depth interviews with users from four metaverse platforms and applied grounded theory to analyze the qualitative data. The resulting conceptual framework was then empirically tested using PLS-SEM on survey data collected from 515 respondents. Findings The qualitative analysis revealed that platform designs with greater fidelity and autonomy can amplify users' propensity toward cyber-aggression, while insufficient governance mechanisms allow such behaviors to occur and persist. The quantitative results further support these findings by showing, among other relationships, the positive moderating effect of moral disengagement on the link between presence and cyber-aggression. Although experiences of harm are commonly reported, their immediate impact is limited. Originality/value This study advances the emerging literature on metaverse governance by characterizing cyber-aggression, exploring its associated factors, and assessing its potential harms. It proposes a speculative scenario-building framework, the wicked valley hypothesis, which theorizes how the convergence of immersive technological design and weak governance may shape user interactions. The findings provide forward-looking implications for the sustainable development of metaverse platforms, emphasizing the importance of aligning immersive technological trajectories with real-world regulatory structures.