Does Metaverse Tourism Stimulate Prosocial Behavior? A Mindfulness-Driven Model with a Psychological Ownership Perspective

摘要: PurposeThrough a theoretical lens of psychological ownership, this study aims to investigate how technology mindfulness may stimulate metaverse tourism users’ feelings of individual psychological ownership, aesthetic value and conversational value, which in turn fosters intention to engage in prosocial behaviors.Design/methodology/approachThe study used a scenario-based survey that allowed U.S.-based participants to create their own avatars and imagine using their avatars to explore heritage sites in the metaverse. Structural equality modeling was applied for data analysis.FindingsThe results from 357 valid responses indicate that technology mindfulness arouses tourists’ individual psychological ownership, aesthetic value, conversational value and prosocial behavioral intentions. The moderating role of biospheric value orientation on willingness to donate and intention to volunteer is investigated …