See you in the metaverse! Investigating dating intentions in the metaverse

Purpose This study aims to investigate individuals dating intentions in the metaverse. The integrative model of behavioural prediction (IMBP) and behavioural reasoning theory (BRT) are used as underpinning theories to examine proposed hypotheses. Design/methodology/approach Using a sequential mixed-methods approach, this study begins with a qualitative study in phase 1 by conducting in-depth interviews. The insights gained from phase 1, along with pertinent literature, form the basis for constructing the conceptual framework research model. This model is then empirically validated in phase 2. A total of 318 responses were collected to examine the proposed hypotheses. The obtained data were analyzed via the structural equation modelling approach. Findings The results of this study reveal that social anxiety and anonymity are significantly associated with positive anticipated emotions. Further, the results also show that avatar customization, social anxiety and anonymity are significantly associated with negative anticipated emotions. Further, anticipated emotions are also associated with attitude and perceived norms towards dating in the metaverse. Moreover, attitudes towards metaverse dating and perceived norms towards metaverse dating are positively associated with dating intention in the metaverse. Finally, results show time spent in the metaverse as a significant moderator. Originality/value This research reveals how users approach dating in metaverse environments, drawing on BRT and the IMBP. These findings offer valuable insights for dating platforms seeking to enhance metaverse dating experiences.