The Impact of
Marketing Metaverse through Experience in Enjoyment Experience, Brand Active and
Purchase Intention
Trinh Le Tan, Huynh Ngoc Khanh, Hoang Thi Hang, Nguyen Duc Long, Le Nguyen Ha Nhi,
Vo Thi Hoai My and Ngo Hoang Chi Lap
Advances In Management; Vol. 16(1); 19-24;
doi: https://doi.org/10.25303/1601aim019024; (2023)
Abstract
An investigative study to explore and examine the effects of factors that help increasing
intention to use virtual world games in Metaverse in the context of internet technology
is developing strongly and people spend more time on the internet for gaming and
shopping. This study uses an overview of research studies on the factors that create
game selection intentions as well as the factors affecting purchase intentions in
the virtual world in general and Metaverse in particular.
Research results show that the factors that positively affect consumers' intention
to use games are to give them a worthy experience, an interesting environment to
interact and connect in addition to providing trust, safety for participants.
