Remodeling Digital Marketplace through Metaverse: A Multi-Path Model of Consumer Neuroticism, Parasocial Relationships, Social Media Influencer's Credibility, and Openness to Metaverse Experience

ABSTRACT

Drawing on extensive data of social media active users (N=1861) and covariance-based structural equation modeling (CB-SEM), the novel findings revealed that parasocial relationships and social media influencers' credibility positively trigger intentions to use the Metaverse digital marketplace. [...]a higher tendency of openness to Metaverse experience intensifies the effect of parasocial relationships on the intentions to use the Metaverse digital marketplace. According to the company, Roblox has around 50 million games, with a monthly use duration of 3 billion hours. The outcomes of this work provide significant advances in theoretical understanding. Because of this, it goes on to use the notion of PSR to explain that there is research on media psychology and the attractiveness of influencers among followers, laying the theoretical groundwork for future studies on the effect of influencers. With this understanding, Metaverse technology may better satisfy the needs of its customers and allow them to connect with the technology more naturally. Because of the new level of engagement, people who use social media can build strong relationships with those who follow them.