Psychological Ownership of Avatars in the Metaverse: Its Key Antecedents and Outcomes

ABSTRACT This study developed and tested a model exploring the antecedents and outcomes of psychological ownership of avatars in the metaverse, considering the moderating role of virtual currency acquisition methods. Using data from 252 ZEPETO users and Partial Least Square‐Structural Equation Modeling (PLS‐SEM), the study found that the ability to control, intimate knowledge, and invest in self significantly enhances psychological ownership of avatars, which extends to virtual products. Notably, the reward system (versus direct purchase) for acquiring virtual currency amplified this ownership extension, and the transference of psychological ownership from avatars to virtual products significantly influenced the intention to purchase corresponding real‐world products. The study underscores the interplay between virtual and real‐world dynamics, highlighting the impact of digital activities on real‐world consumer behavior.