Dualism of Attitudes Towards the Metaverse as a Challenge for Online Consumer Behaviour Researchers
Dualism of Attitudes Towards the Metaverse as a Challenge for Online Consumer Behaviour Researchers

Summary/Abstract: The aim of this study is to identify the different attitudes towards the metaverse among consumers who use it. The authors consider this issue particularly important due to the multifaceted and often abstract nature of the metaverse, which combines various experiences that shape attitudes. The metaverse is not only about creativity, hedonism, work, entertainment, social services, education, leisure, and shopping. It also encompasses areas that raise concerns related to ethics, data security, regulations, and potential harmful psychological impacts on users. The study analysed the attitudes described in a survey of 625 users of the metaverse. The analysis was conducted using factor analysis. The conclusions drawn from the analysis focus on two perspectives, namely that of the management of organisations that want to use the metaverse commercially, e.g. for sales or to transfer some responsibilities to virtual worlds, and that of a social science researcher. From the first perspective, the most relevant element is to nullify the risks that may arise in the minds of the users—namely those concerning loneliness, alienation, addictions, or mental health. From the perspective of a social science researcher, the metaverse presents significant challenges for philosophy, psychology, sociology, economics, finance and management.

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