From Co-Presence to Willingness to Pay More: How Remote Guidance Service and Embodied Action Simulation Drive Brand Value in the Virtual Environments

This study investigates how perceived co-presence contributes to brand value in virtual service environments. Drawing on Mirror Neuron Theory and Embodied Knowledge Theory, we propose embodied action simulation as an indirect path linking perceived co-presence to brand image and subsequent willingness to pay more. We further conceptualize remote guidance service as a service-design boundary condition and compare AI- versus human-delivered guidance from a task-agent fit perspective. Three studies (two laboratory studies in Roblox Vans World and a field survey of smart fitness mirror users) support the framework. Embodied action simulation mediates the relationship between perceived co-presence and brand image, while this indirect association is stronger when remote guidance service is present. A stronger indirect association is also observed among AI-coach than human-coach users in procedural, task-oriented service contexts, consistent with task-agent fit. These findings clarify how social presence relates to embodied participation, brand value creation, and consumers’ willingness to pay more.