Impact of Spatial Presence on Charitable Behavior in the Metaverse: A Moderated Mediation Model of Norm Message and Involvement with Charity

With the rapid development of virtual technology, the metaverse has become an influential communication tool driving engagement in prosocial behavior. This study examined whether spatial presence in a metaverse affects charitable involvement and prosocial behavior. Additionally, it explored the impact of descriptive norms in the metaverse, validated as effective in the physical world. A laboratory experiment was conducted with 93 participants using a customized ZEPETO map. The results showed that perceived spatial presence significantly increases donation intentions. A moderated mediation model indicated that descriptive norms moderate the indirect effect of spatial presence on donation intentions through charitable involvement. The findings provide a theoretical implication in that descriptive norms in virtual environments may lead to unintended consequences. The study offers practical insights into communication strategies, highlighting the importance of spatial presence for impactful campaigns in the metaverse.