The Effect of Metaverse Concert Characteristics on User Re-Participation Intention: A Combination of the ETAM and the SPICE Model

Metaverse concerts transcend temporal and spatial constraints, emerging as highly sought-after virtual domains on contemporary metaverse platforms. To advance the sustainability of metaverse concerts, this study integrates the SPICE (Metaverse Concert Characteristics) model with the Extended Technology Acceptance Model (ETAM), grounded in the Stimulus-Organism-Response (SOR) theory, introducing media richness to elucidate the characteristics of metaverse concerts. Additionally, we investigate the moderating influence of emotional attachment, contributing a novel dimension to this study. The proposed framework underwent empirical validation through the collection of 521 valid responses, employing a convenience sampling method. The results indicate that concurrence, interoperability, and economic flow wield no direct impact on users' re-participation intentions, and media richness exhibits no influence on perceived usefulness. Furthermore, the relationships of other variables in the model are positively correlated, and emotional attachment plays a moderating role in the framework. Our findings establish a theoretical underpinning for the sustainable evolution of metaverse concerts, holding practical implications for stakeholders, including managers, users, practitioners, and researchers in the field.