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Research on the purchase intention of metaverse music performances based on the theory of perceived value

Abstract

Background: The digital transformation has enabled the metaverse concept.Metaverse music performances are presented to the public in a new art form by the continuous efforts major enterprises. Purpose: Investigating the purchase intention of metaverse music performances can promote this model. Methods: This paper analyzes the purchase intention of metaverse music performances based on the theory of perceived value. SPSS 24 was used for analysis. Results: Teenagers are willing to consume these performances. Secondly, the functional, emotional, social, price, and environmental values all impact the consumption willingness of performances. Among these, functional, emotional, environmental, and social values positively impact consumption intention. Environmental value is the main reason for consumers' willingness to consume. The Metaverse music performances price value hurts consumer intentions. Conclusion: The enterprises using metaverse for music performances should consider music preformances price value control, The willingness to pay according to the conditional value assessment model and direct inquiry are 166.61 and 161.31 yuan respectively.

keywords
Musical performances Metaverse Perceptual value acceptance theory Conditional valuation method Purchase intent
Submission Date
2023-06-19
Revised Date
2023-07-28
Accepted Date
2023-08-19

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