A073: Factors Affecting Continuous Use of Metaverse-Based SportsProducts

<bold>Purpose:</bold> Metaverse technology has introduced a new era of sports interaction, offering users an extraordinary virtual environment for immersive experiences. However, there is still a lack of comprehensive understanding regarding the determinants of continuous use in metaverse-based sports products. This study aimed to delve into the factors influencing the continuous use of sports products based on the metaverse. <bold>Methods:</bold> To collect data for this study, an online questionnaire survey was conducted among Chinese digital natives residing in major cities (Beijing, Shanghai, Guangzhou, and Shenzhen) who frequently used metaverse-based sports products. A total of 634 participants were collected, of which 520 were valid questionnaires, from various age groups, genders, and sports preferences, responded to the survey. The gathered data was analyzed using SPSS26.0 and AMOS24.0. <bold>Results:</bold> The results indicated that both product features and consumer features have a positive impact on perceived value (PV) and perceived enjoyment (PE). Additionally, both PV and PE positively influence immersion. Furthermore, guilt (GU) negatively moderated the relationship between immersion and continuance behavior (CB). <bold>Conclusions:</bold> The results suggest that both product features and consumer features positively influenced perceived value (PV) and perceived enjoyment (PE), highlighting the importance of evaluating the value and enjoyment derived from metaverse-based sports products based on these factors. Moreover, both PV and PE positively influenced immersion, indicating that a perceived valuable and enjoyable product is more likely to foster user immersion and engagement. Additionally, guilt (GU) negatively moderated the link between immersion and users' decisions to continue using metaverse-based sports products, emphasizing the potential hindering effect of guilt on user behavior. <bold>Discussion:</bold> This research provides valuable insights for marketing strategies and product development in the domain of metaverse-based sports products. It also sheds light on emotional factors, contributing to the development of comprehensive theories and strategies for optimizing user engagement and experience. Furthermore, it emphasizes the need for suppliers to enhance their products based on user demands and preferences. Businesses should also address the potential negative impact of guilt and implement measures to foster long-term engagement. Overall, this research lays a foundation for future investigations and product improvements, empowering enterprises to enhance their offerings and create a more immersive and enjoyable experience in the metaverse.