Redefining Brand Engagement in the Metaverse: Innovativeness and Psychological Inspiration Through the Lens of Flow Theory
Sonal Purohit and Vikas Arya
International Journal of Electronic Commerce,
Volume 30, Number 3, 2026, pp. 394-438.
Abstract:
Metaverse holds significant potential to enhance retail sales through increased consumer engagement. Drawing on insights from the diffusion of innovation theory, flow theory, and extended self-theory, this study investigates: (1) the impact of personal innovativeness (PI) (low vs high) on immersion, interactivity, and flow, and its subsequent effect on engagement; (2) the effect of engagement on purchase intention; and (3) the moderating role of psychological inspiration in the relationship between immersion, interactivity, flow, and engagement in metaverse retail. The results from two experimental studies revealed that PI influences immersion and interactivity, but not flow, which, in turn, affects engagement in the metaverse retail environment. Furthermore, engagement significantly impacts purchase intention, and psychological inspiration moderates the effect of interactivity on engagement. These findings highlight the critical role of PI in driving engagement through immersion and interactivity in the metaverse. This study provides novel insights for both theory and practice in the field of metaverse retail.