The Effects of Technology Innovativeness and Sensational Seeking on Therapeutic Metaverse Behavior

This study aims to explore the effects of consumers’ individual characteristics on therapeutic metaverse behavior. To understand the role of individual characteristics on metaverse behaviors, this study explores how individuals’ technology innovativeness and sensational seeking on therapeutic metaverse motivation and outcomes. A total of 304 responses from a popular metaverse platform, Zepeto, was collected through an online survey firm. The data were analyzed with confirmatory factor analysis and structural equation modeling analysis using AMOS 25.0. First, the effects of the individuals’ technology innovativeness and sensational seeking on therapeutic metaverse outcomes mediated by therapeutic motivation were examined. The results showed that the effect of technology innovativeness on therapeutic metaverse motivation and outcomes was not significant; however, the effect of sensational seeking on therapeutic metaverse outcomes was mediated by therapeutic metaverse motivation. In addition, the moderating effect of self?avatar identification on the relationship between individuals’ characteristics and therapeutic metaverse motivation was tested. The result revealed that the interplay effect of technology innovativeness and self-reflection on therapeutic metaverse motivation was significant; however, the interplay effect of sensational seeking and self?avatar identification was not significant. Interestingly, technology innovativeness influenced therapeutic metaverse outcomes, mediated by therapeutic metaverse motivation, when self?avatar identification was high. This study contributes theoretical knowledge to consumer behaviors in a social metaverse. Specifically, this study expands the metaverse literature by testing the effects of individuals’ characteristics on therapeutic metaverse behaviors.