Message Appeal Strategies for Internet Shopping Malls: Exploring the Virtual Distance of Metaverse Avatars

This study examines how psychological distance influences message appeal strategies in the metaverse, focusing on purchase intention and regulatory fit. Using Construal-Level Theory and Regulatory Focus Theory, it explores how temporal and virtual distances affect consumer preferences for desirability- and feasibility-focused messages, as well as promotion- and prevention-focused messages, through two experimental studies.BR/ Study 1 analyzed the interaction between temporal and virtual distances on message preferences. Feasibility-focused messages were effective only when both distances were close, while desirability-focused messages were effective across all distances, particularly in the metaverse, where virtual distance is inherently greater.BR/ Study 2 investigated regulatory focus and virtual distance effects on purchase intention. Promotion-focused messages aligned well with metaverse avatars, reflecting abstract, long-term goals and distant virtual distance. Conversely, prevention-focused messages were more effective for real-world selves, emphasizing safety and practicality at closer distances. The