AESTHETIC DESIGN AND MOTIVATION IN THE METAVERSE: EXPLORING SUSTAINABLE ENGAGEMENT THROUGH SELF-DETERMINATION THEORY

Abstract

The Metaverse is a vast digital realm of interactive virtual worlds that produce a "visually appealing" setting where user engagement and commerce are shaped by game content or aesthetical designs. This study examines the relationship between in-game buying behaviour and aesthetic design based on the Self-Determination Theory (SDT). It also examines consumers choices in metaverse influenced by social, utilitarian and hedonistic motives . The data was collected by surveying 217 metaverse gamers in Pakistan in a snowball sampling technique. SmartPLS 4 was used for structural equation modelling to test the hypothesized relationships. Aesthetic design has an enormous direct impact on in-game buying behavior. Hedonic incentives had no perceptible direct or indirect effect. Social and utilitarian motives showed some significant direct and indirect effects on purchase decisions. The findings offer theoretical knowledge to scholars as well as practical knowledge to marketers and game developers in order to create better user engagement and monetization. This paper endorses responsible revenue models in the rapidly changing digital economy by connecting monetization strategies to SDG 8 and SDG 16, encouraging ethical and sustainable business practices and encouraging responsible consumption patterns. Integrating the role of marketing and promotional strategies will make clear the meanings of interactions between external variables and player motivations. Further investigation is recommended through this study to try to examining whether contextual or moderating factors affect the relationship between motives and purchase behaviour.