Gamification in the Metaverse: Affordance, perceived value, flow state, and engagement

Abstract This study aims to empirically validate a theoretical model for the engagement of the performance Metaverse platform with other rapidly developing Metaverse platforms around the world. It innovatively examines the relationship between gamification affordance, perceived value, and flow state in the context of the Metaverse concert platform and the relationship that improves engagement in the tourism and entertainment industries. The proposed model incorporates five stages: gamification, affordance, perceived value, flow state, and engagement. A total of 671 usable questionnaires were obtained, and the results were analysed using confirmatory factor analysis, discriminant validity analysis, and path analysis. Social gain and enjoyment have a positive effect on the personal flow state and are influenced by identity affordance, competition affordance, and self‐expression affordance. Furthermore, the flow state increases engagement. However, the relationship between perceived value (effectiveness, social gain, and enjoyment) and flow state differ according to gender.