The onset of the COVID-19 pandemic at the end of 2019 significantly transformed people's lives. In the early stages of the outbreak, due to the virus's high infectivity and fatality rate, countries worldwide implemented measures such as mandatory or recommended home isolation for infected individuals and maintaining social distancing in affected areas. Consequently, online education and remote work emerged as prominent topics of discussion, with non-face-to-face interactions becoming the prevailing norm. As individuals increasingly shifted their focus from the physical realm to the digital landscape, the integration between virtual networks and the real world became more intricate. The internet space, surpassing its role as a mere information conduit, became an essential domain for fostering interpersonal relationships and fulfilling diverse needs.
The conceptual origins of the Metaverse can be traced back to 1981 when Vernor Vinge, an American mathematician and novelist, creatively envisioned a virtual realm accessed through brain-computer interfaces, allowing for immersive sensory experiences in his literary work "True Names." The term "Metaverse" first emerged in 1992, introduced by science fiction writer Neal Stephenson in his novel "Snow Crash." "Metaverse" derives its meaning from the amalgamation of "Meta," signifying the virtual and transcendent, and "Universe," representing the world or cosmos. The Metaverse encompasses a digitally constructed realm, either mirroring or surpassing the confines of reality, facilitating interaction with the physical world. It is a realm characterized by imaginative possibilities and digital coexistence. Stephenson's "Snow Crash" introduced the concepts of the Metaverse and Avatars, intertwining them to establish the Metaverse's spatiotemporal expansiveness and the potential for human-machine interaction. Concurrently, various internet companies have cast their focus on the Metaverse, initiating substantial endeavors to develop projects related to this concept, as well as fostering a pervasive Metaverse trend. Individuals will have access to a diverse range of services through different Metaverse platforms.
Since 2022, the relaxation of pandemic policies by various countries and the economic downturn resulting from the COVID-19 crisis have gradually shifted people's focus from the virtual realm back to reality. Consequently, the Metaverse phenomenon has experienced a decline in popularity. Nonetheless, this temporary decline does not diminish the inherent scalability of the Metaverse. It is noteworthy that the current Metaverse platforms, primarily serving as substitutes for in-person interactions during the pandemic, represent only a nascent stage of development. As technological advancements continue, the disparities between the Metaverse and other digital domains such as online gaming and social media will expand, granting the Metaverse platforms increased irreplaceability and developmental prospects. The future trajectory of the Metaverse encompasses diverse realms, including education, tourism, shopping, entertainment, and gaming. To address the downward trend in Metaverse popularity, it is essential to retain long-term users. The documentation and endorsements of longstanding users regarding Metaverse experiences on social media platforms can effectively attract new users. Therefore, a comprehensive examination of factors influencing user intentions to sustain engagement with Metaverse platforms is imperative. Within the Metaverse, avatars serve as intermediaries for user interactions and, thus, warrant significant research attention.
This study investigates three Metaverse platforms—Zepeto, Decentraland, and The Sandbox—that gained prominence during the COVID-19 pandemic, utilizing Google Trends as a survey instrument. While Zepeto's popularity has experienced some decline in tandem with the waning Metaverse trend, it has maintained a relatively high level of interest, approximately doubling its previous levels before the introduction of creator platform functionality in April 2020. In contrast, Decentraland and The Sandbox have not witnessed substantial growth in popularity compared to their earlier periods amidst the receding Metaverse trend. The search and discussion trends surrounding these platforms shed light on the level of attention they attract and indirectly reveal potential and existing users' perspectives. An inference can be drawn that platforms with more active user discussions exhibit stronger intentions for continued usage in the near future. The underlying reasons contributing to these outcomes may be multifaceted. Avatar customization represents a pivotal aspect of user interaction within Metaverse platforms. It entails users selecting and modifying their avatars' physical attributes, as well as personalizing their avatars' attire and accessories based on individual preferences. Zepeto, in comparison to Decentraland and The Sandbox, provides more comprehensive avatar customization services. Thus, this study seeks to explore whether the quality of avatar customization services offered by platforms constitutes a significant factor. If confirmed, providing users with immersive avatar customization experiences that align with their desires will undoubtedly exert a positive influence on their intentions to sustain platform engagement.
The decision to continue utilizing a particular product or service represents a user's behavioral response. Drawing upon self-determination theory, human behavior is propelled by a combination of intrinsic and extrinsic motivators. This theory posits three fundamental psychological needs (competence, autonomy, and relatedness) that drive individuals. When these needs are adequately supported by the external environment, and individuals perceive their satisfaction, their intrinsic motivation is heightened, leading to self-determined behaviors. Such behaviors manifest as proactive and voluntary engagement in activities. Consequently, it can be postulated that if users' experiences during avatar customization on a Metaverse platform adequately satisfy their three fundamental psychological needs, it will reinforce their intrinsic motivation to engage in avatar customization activities. This, in turn, encourages users to actively and spontaneously participate in avatar customization activities within the platform, fostering a positive emotional connection with their avatars. Users become more immersed in various activities within the Metaverse platform, thereby developing a certain level of loyalty and bolstering their motivation to continue using the platform.
This study, grounded in self-determination theory, seeks to investigate the influence of users' experiential perceptions during three stages of avatar customization within a Metaverse platform on their intention to sustain platform usage. Moreover, the study aims to analyze the interrelationships among various variables. Beginning with a case analysis, the study provides a comprehensive examination of avatar customization functionalities offered by major Metaverse platforms, establishing associations between avatar customization, self-determination, and avatar identification. Subsequently, Zepeto is selected as the research subject due to its robust avatar customization capabilities, and a questionnaire survey is conducted. The study examines the influence of users' satisfaction of their three fundamental psychological needs (competence, autonomy, and relatedness) during the avatar customization process on their intrinsic motivation (i.e., interest, pleasure, and internal satisfaction). Furthermore, it verifies the influence of the three fundamental psychological needs (autonomy, competence, and relatedness) on avatar identification, as well as the effect of avatar identification on immersion. Lastly, the study investigates the influence of intrinsic motivation, avatar identification, and immersion on users' intention to continue using the Metaverse platform.
The study yielded the following primary results. First, regarding the influence relationship between users' satisfaction of the three psychological needs (competence, autonomy, and relatedness) during the avatar customization experience and intrinsic motivation (interest, pleasure, and internal satisfaction): competence satisfaction exhibits a significantly positive (+) influence on intrinsic motivation (interest, pleasure, and internal satisfaction); autonomy satisfaction demonstrates a significantly positive (+) influence on intrinsic motivation (interest, pleasure, and internal satisfaction); relatedness satisfaction shows a significantly positive (+) influence on intrinsic motivation (pleasure, internal satisfaction). However, there is no significant positive (+) influence between relatedness satisfaction and intrinsic motivation (interest). Secondly, concerning the influence relationship between users' satisfaction of the three psychological needs (competence, autonomy, and relatedness) during the avatar customization experience and avatar identification and immersion: satisfaction of competence, autonomy, and relatedness all display significant positive (+) influences on avatar identification. Notably, there exists a significant positive (+) relationship between avatar identification and immersion. Thirdly, regarding the influence relationship between intrinsic motivation (interest, pleasure, and internal satisfaction), avatar identification, immersion, and intention to continue using the platform: intrinsic motivation (interest, pleasure, and internal satisfaction), avatar identification, and immersion all demonstrate significant positive (+) influences on the intention to continue using the platform. Therefore, the satisfaction level of users' basic psychological needs serves as a crucial influencing factor for their intention to continue using the platform. Additionally, the quality of avatar customization services offered by the Metaverse platform impacts users' perceptual experiences and subsequent actions. Consequently, enhancing the quality of avatar customization services and augmenting the user experience within the Metaverse platform's avatar customization domain holds significant importance for retaining users.
In addition, this study sought to understand the specific factors underlying these results by assembling a survey group consisting of dedicated users of Zepeto, professionals in the internet industry, and experts in the field of digital media. Focus Group Interviews (FGI) were conducted to gather their insights. The participants unanimously acknowledged the significance of avatar appeal as a crucial determinant for initial user engagement and expressed affirmative attitudes toward the positive role of avatar customization. Avatars serve as essential visual stimuli for potential users during their initial exposure to the product, while the avatar customization system represents the first service users encounter when deciding to engage with a specific Metaverse platform. Consequently, these two elements play a pivotal role in shaping users' initial impressions of the Metaverse platform. Satisfying both the aesthetic and usability aspects of these components is highly likely to facilitate the conversion of potential users into active users. At the level of avatar customization systems, participants highlighted the importance of adjustable avatar features and the abundance of available Avatar Items. The richness of these aspects directly influences users' choice-making capabilities, with greater choice facilitating the creation of personally satisfying avatar representations. Moreover, a high level of choice signifies a platform's support for user autonomy. Regarding Avatar Items, participants mentioned the gratification derived from collecting them, as well as the feelings of accomplishment and superiority associated with such achievements. These experiences reflect the satisfaction of users' competence needs. Notably, the satisfaction of autonomy and competence needs positively influences subsequent user behaviors, leading to an increased willingness to engage in communication and sharing. The affirmation and attention received from others fulfill users' relatedness needs. Throughout this process, users gradually establish a profound emotional connection with their avatars, known as Avatar Identification. The satisfaction of users' psychological needs, their investment of time, emotional attachment, and financial resources in the platform, foster closer bonds between users, their avatars, and the platform itself. This positive motivational cycle significantly influences users' intention to continue using the platform, aligning with the conclusions derived from quantitative research.
Within the Metaverse platform, avatars serve as virtual projections of real-world users, acting as vital mediators for interactions within the virtual world. Avatars play a pivotal role in shaping users' experiences, resembling the significance of self-image formation in the physical realm. Avatar representations embody individuals' perceptions of their self-concept and exert a substantial influence on their self-presentation within the Metaverse. The experiences associated with avatar customization constitute a vital service provided by Metaverse platforms. Therefore, it is imperative to prioritize users' avatar customization needs and continually enhance the user experience based on their preferences. These efforts hold significant implications for user retention. It is hoped that the research findings and recommendations presented in this study will contribute to the development of Metaverse platforms and the improvement of user experiences.