Why seek variety in the metaverse: the roles of autonomy need satisfaction and escapism motivation

Purpose As a virtual environment increasingly integrated with commerce, the metaverse raises an important question about its potential to reshape consumers’ exploratory behavior. This study examines whether and how the metaverse environment enhances variety-seeking intention relative to traditional retail contexts. This study suggests that the metaverse environment may enhance consumers’ autonomy need satisfaction, particularly for individuals high in escapism motivation, which in turn elevates positive affect and stimulates variety-seeking intention. Design/methodology/approach A between-subjects online experiment (N = 245 U.S. consumers aged 18–39) randomly assigned participants to a metaverse or physical retail condition. Participants completed measures of autonomy need satisfaction, escapism motivation, positive affect, and variety-seeking intention. To test the hypotheses, regression and moderated mediation analyses were conducted using bootstrapping procedures. Findings Results reveal that escapism motivation moderates the effect of the metaverse (vs. physical) environment on autonomy need satisfaction. Individuals high in escapism motivation experienced greater autonomy need satisfaction in the metaverse than in the physical retail condition. Autonomy need satisfaction positively predicted positive affect, which subsequently increased variety-seeking intention. Originality/value This study extends variety-seeking research into metaverse retail contexts and identifies autonomy need satisfaction as a key psychological mechanism underlying exploratory consumption. By suggesting that metaverse environments interact with individuals’ escapism motivation to shape exploratory consumption outcomes, this study contributes to theoretical understanding of variety-seeking in virtual environments and provides strategic insights for brands operating in the metaverse.