Purpose

The experience of leaving the real world and entering a virtual service environment makes many individuals happy. This study heeds the call by multiple researchers to conceptualize, interpret and illustrate the impact of the perceived service experience in the metaverse in a holistic way. In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space.

Design/methodology/approach

The authors analyze mega virtual live events with famous artists broadcast in virtual worlds. The authors take a big data approach and include two studies to gain insight into the online public audience’s perceptions and experiences in the metaverse. In the first study, the authors analyze text from YouTube with Leximancer. In the second study, the authors go one step further to refine the conceptual model from Study 1. The authors scrutinize additional Facebook comments using seeded Latent Dirichlet Allocation (LDA).

Findings

The findings reveal that the meta service experience (MEX) encompasses four dimensions: immersion, metascape, immediacy and hedonism.

Originality/value

This research provides important guidance not only for consumer behavior scholars but also for service marketers and event planners. The study proposes research opportunities to advance service experience research in the metaverse.

中文翻译：

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元宇宙体验：虚拟服务消费的大数据方法

 目的

离开现实世界进入虚拟服务环境的体验让很多人感到高兴。这项研究响应了多名研究人员的号召，以整体方式概念化、解释和说明元宇宙中感知服务体验的影响。特别是，本研究旨在了解在虚拟空间中如何感知体验的消费。

设计/方法论/途径

作者分析了虚拟世界中由著名艺术家主持的大型虚拟现场活动。作者采用大数据方法并进行了两项研究，以深入了解在线公众受众对虚拟宇宙的看法和体验。在第一项研究中，作者使用 Leximancer 分析了 YouTube 上的文本。在第二项研究中，作者进一步完善了研究 1 中的概念模型。作者使用种子潜在狄利克雷分配 (LDA) 仔细检查了其他 Facebook 评论。

 发现

研究结果表明，元服务体验（MEX）包含四个维度：沉浸感、元景观、即时性和享乐主义。

 原创性/价值

这项研究不仅为消费者行为学者提供了重要的指导，也为服务营销人员和活动策划者提供了重要的指导。该研究提出了推进虚拟宇宙中服务体验研究的研究机会。