Uncovering the values of the metaverse for leisure use by individuals: A value-focused thinking approach

The metaverse is a computer-mediated environment where users take the form of digital avatars when participating in activities and interacting with one another. Given the popularity of the metaverse, especially among the younger population, we identified the values offered by the metaverse for leisure use by its users. Using the Value-Focused Thinking (VFT) approach, we identified these values in the form of fundamental and means objectives. The VFT approach was applied in interviewing users who conduct leisure activities in the metaverse and in analyzing the data collected. A total of 27 metaverse users were interviewed, which generated 8 fundamental objectives and 44 means objectives, representing values offered by the metaverse. The means-ends relationships among the fundamental and means objectives are presented in a means-ends objective network. The fundamental objectives or values of the metaverse to its users comprise self-esteem, image, social connections, emotional well-being, sense of achievement, educational benefits, aesthetic appreciation, and business opportunities. The means-ends objective network derived from this research provides guidance for prioritising features and affordances in future development of the metaverse. • The study identified the values of the metaverse to individual users. • The value-focused thinking approach was used to interview 27 metaverse users. • 8 fundamental objectives and 44 means objectives that represent values were identified. • The full and archetypal means-end objective networks were constructed to show the relationships among the values.