This study delves into the burgeoning field of game-based metaverses, aiming to unravel the factors that influence user satisfaction and engagement in these digital environments. Grounded in Uses and Gratifications Theory and Flow Theory, this study explains how user motivations—perceived enjoyment, escapism, reward, and spontaneity—contribute to immersive experiences, ultimately influencing satisfaction and continuance. sustained interaction. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), this research analyzes responses from 160 users of various game-based metaverses. Findings reveal that perceived enjoyment significantly enhances the flow experience, a key contributor to user satisfaction and the intention to continue using the platform. Contrary to common belief, rewards showed a minimal impact on the flow experience. Additionally, spontaneity emerged as an important factor in facilitating flow. These results underscore the importance of focusing on intrinsic factors like enjoyment and spontaneity over extrinsic rewards to foster user engagement. The study suggests user-centric design principles that prioritize immersive experiences.

This study investigates the determinants of loyalty, purchase intention, and word-of-mouth (WOM) recommendations in the context of virtual reality (VR) technology, focusing on sensory design components such as visual (color, navigation design, aesthetics, shape, and product design), tactile (touch), and auditory (audio) elements. Employing partial least squares structural equation modeling, data from individuals experienced with VR headsets were analyzed to explore how these sensory aspects influence user behavior. Contrary to expectations, color did not significantly influence attitude or satisfaction. Navigation design significantly impacted both user attitude and satisfaction, highlighting its importance in the VR experience. While aesthetics were found to positively affect user attitude, they did not significantly influence satisfaction. Interestingly, the shape of VR devices influenced satisfaction but not attitude. The product design of VR devices significantly affected both attitude and satisfaction, but audio factors did not significantly impact either. The results indicate that user attitude significantly influences loyalty, purchase intention, and WOM, as does user satisfaction. This reveals the critical role of design and sensory elements in shaping user experiences and preferences within VR environments, offering insights for developers and marketers aiming to enhance user engagement and loyalty.