What Drives Consumers to Engage in Immersive Technologies? A Consumer Metaverse Engagement Motivation Model

ABSTRACT As an immersive technology, the metaverse is becoming a popular environment among brands and consumers. However, little is known about what drives consumers to engage in metaverse platforms. Previous research identifies different consumer motivations to engage in online platforms, but with its immersive, grift, and complex nature, the metaverse differs from other online environments. This exploratory research aims to understand consumer metaverse engagement motivations and proposes a consumer motivation model. The proposed model stems from three qualitative studies (in‐depth interviews, focus groups, and word association) and is tested and validated through two quantitative studies. Finally, the model provides specific foci for brands for metaverse investments for experientially, socially, and functionally motivated consumers.