Humanizing Metaverse: Psychological involvement and masstige value in retail versus tourism platforms
Dan Jin
Abstract:Across two experimental studies, this research puts forward the concept of avatars' self‐representation and regulatory message framing to discover psychological involvement and masstige value in retail and tourism platforms, demonstrating how avatar self‐representation and message framing can potentially indicate Metaverse psychological involvement in the Metaverse. The proteus effect was applied to study avatar falsity. The promotion/prevention regulatory focus theory was employed to examine the effect of mes… Show more
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