How Immersive Flow Experiences in the Metaverse Supercharge Awe, Place Attachment, and Engagement

• 
  By Nakul Gupta
  Associate Professor

  Co-Authors
  Aman Kumar , Indian Institute Of Management, Ranchi, India
  Amit Shankar , Indian Institute Of Management, Visakhapatnam, India
  Abhishek Behl , Keele Business School; Keele University, UK
  

  Journal : AIS Transactions on Human-Computer Interaction
  Publisher : AIS E Library

Article citation: Kumar, A., Shankar, A., Behl, A., & Gupta, N. (2025). How immersive flow experiences in the metaverse supercharge awe, place attachment, and engagement. AIS Transactions on Human-Computer Interaction, 17(3), 386–413. https://doi.org/10.17705/1thci.00230.

Abstract

We examine the effects of key metaverse characteristics on users’ experiences of awe and place attachment as well as how these experiences influence user engagement. Using a mixed-methods approach, we first conducted in-depth qualitative interviews to explore relevant constructs and relationships, then empirically validated the model we developed from the interviews. We found focused immersion, enjoyment, and telepresence to be positively associated with awe and place attachment. In turn, awe and place attachment significantly predict user engagement, with social threat moderating the relationship between place attachment and engagement. This study contributes to the growing body of literature on the metaverse and user engagement, while also extending theoretical insights from flow theory. The findings offer practical guidance for designers and developers seeking to enhance user engagement in immersive digital environments.