000			01395nam a22001457a 4500
003			OSt
005			20240410151829.0
008			240410b |||||||| |||| 00| 0 eng d
100			_a Kathuria,Vinish _938864
245			_aGen Z’s Engagement with the Metaverse: Mediated Role of Symbolic Gratification and Desired Enhancement of Reality and Moderated Role of Gender
300			_a133-145p
520			_aAbstract The avatar-driven metaverse represents the convergence of the physical and digital realms using real-time 3D software. We leverage the uses, gratifications, and customer engagement (CE) theories to study factors impacting Generation Z’s (Gen Z) engagement with the multisensory immersive metaverse environment. Our research on 204 Gen Z participants from the USA (46% female) indicates that Gen Z’s hedonic needs for engaging with the metaverse are higher than their cognitive needs. Self-expression (symbolic gratification) and the desired enhancement of reality mediate the relationship between hedonic needs and CE. Using a moderated serial mediation model, we show that the effects of serial mediation are moderated by gender. This research enhances the behavioural science research on new-age technology usage amongst Gen Z.
773	0		_030632 _983473 _aRAINA, ROSHAN _dINDIAN INSTITUTE OF MANAGEMENT LUCKNOW _o55514104 _tMETAMORPHOSIS _z0972-6225
942			_2ddc _cJA-ARTICLE
999			_c54919 _d54919