Consumer Behavior

Feeling of Being Together in the Metaverse: Positive Influence of Copresence on Subjective Well-being

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Abstract

Applying the flow theory, this study examined how copresenceimproved the subjective well-being of users through flow and escapism. Anonline self-administered survey of 249 US adults who are currently using metaverse platforms is conducted. The collecteddata are analyzed by SPSS, AMOS and PROCESS. Findings suggest that the feelingof being together with other users in a metaverse can influence consumers’satisfaction with their lives. Copresence in the metaverse specificallyenhanced flow, which is being immersed in the experience; and escapism, whichis avoiding unpleasant realities. Copresence and flow were found to improve thesubjective well-being of metaverse users. Interestingly, the importance of flowwas highlighted based on the finding that the indirect effect through flow wasstronger than the direct effect of copresence on subjective well-being. Lastly,although copresence increased the feeling of escaping from real life, escapismdid not directly benefit consumers’ well-being.

Keywords: copresence, escapism, flow, metaverse, subjective well-being

How to Cite:

Kim, D., Choi, D., Yoon, N. & Lee, H., (2024) “Feeling of Being Together in the Metaverse: Positive Influence of Copresence on Subjective Well-being”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17099