The “wow” effect in metaverse luxury consumption: an appraisal-based explanation of emotional arousal and exploratory motivation

Purpose This study examines how key experiential elements, telepresence, social interaction, immersion, realism and augmented reality elicit the “wow” effect (a strong emotional response) and, in turn, shape willingness to purchase luxury goods. Design/methodology/approach A questionnaire survey generated 409 valid responses, which were analyzed using partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). Findings Grounded in appraisal theory and hedonic consumption perspectives, the results show that all five experiential stimuli (telepresence, immersion, social interaction, perceived augmentation and perceived realism) significantly enhance the “wow” effect, which subsequently increases willingness to purchase luxury goods. The effect is mediated by adventurous, rather than merely satisfying, shopping motives, underscoring the primacy of exploration. Furthermore, goal orientation exerts a negative moderating effect on this relationship, with the positive influence of wow effect on luxury purchase intentions being more pronounced among consumers with lower goal orientation. Originality/value This research extends affective consumption theory to virtual luxury contexts and offers practical guidance for designing immersive, socially interactive virtual environments that heighten consumer engagement.