Keng-Boon Ooi

The “wow” effect in metaverse luxury consumption: an appraisal-based explanation of emotional arousal and exploratory motivation

Purpose This study examines how key experiential elements, telepresence, social interaction, immersion, realism and augmented reality elicit the “wow” effect (a strong emotional response) and, in turn, shape willingness to purchase luxury goods. Design/methodology/approach A ques...