Media Richness in Metaverse: The Effect of Immersive Emporium on User Presence and Enjoyment

The purpose of this study is to examine the effect of media richness in shaping user presence and enjoyment within the immersive metaverse environment. With a focus on the impact of metaverse emporium on user experience, this research explores how multisensory cues, spatial design, and avatar embodiment influence communication and interaction and user experience. A user experience questionnaire on a Likert scale, followed by user interviews, measured the effect of metaverse content on Pakistani users. The immersive emporium in the metaverse was compared through two modalities: a mobile-based 360 virtual interface and VR headset. The research illustrated how intuitive, accessible design increased the acceptance of immersive technologies within the Pakistani context. The findings contribute to discourse on digital equity, emphasizing that high-quality immersive content can be delivered through economically sustainable design.