Exploring continuance intention determinants of using the metaverse technology: an extended self-determination theory incorporating technological elements, flow experience and technophilia

Purpose This study investigates the determinants of users’ continuance intention to engage with metaverse technology by integrating self-determination theory (SDT) with technological features, such as telepresence and avatar-related attributes. It also examines the mediating role of flow experience and the moderating effects of technophilia. Design/methodology/approach A total of 362 responses were collected via an online survey. The data were analysed using consistent partial least squares structural equation modelling (PLSc-SEM) to assess direct and indirect relationships. Findings Flow experience significantly mediates the link between SDT constructs and continuance intention. Technophilia moderates the effects of flow experience, strengthening users’ sustained engagement. Telepresence and avatar-related attributes also indirectly impact continuance intention via flow experience. Originality/value This study blends SDT with immersive technology to offer a novel perspective on user retention in the metaverse. While earlier research focuses on adoption, this work highlights the psychological mechanisms that drive long-term engagement. It also introduces technophilia as a key moderator, revealing how enthusiasm for technology amplifies immersive experiences. The study contributes valuable insights into sustaining user involvement in virtual environments.