| dc.description.abstract | With the continuous advancement of Web 3.0 technology, the Metaverse has integrated AR and VR technologies to form an interconnected digital space network, where virtual lands represent distinct digital domains. As of 2022, the Metaverse had over 400 million daily active users. Virtual lands in the Metaverse have become valuable and unique digital assets, attracting attention from users and investors. However, in 2022, the value of major virtual lands in the Metaverse generally declined, and trading volumes were low. According to a study by Morning Consult, more than half of internet users are concerned about the security of their personal data in the Metaverse, reflecting doubts about data protection capabilities. Thus, trust in the Metaverse has become a critical issue worthy of exploration.
This study extends the application scope of blockchain technology and incorporates the trust transfer theoretical framework into the emotional dimension, investigating whether the rational and emotional aspects of users on virtual land platforms affect their behavioral responses. Using a questionnaire survey, this study collected 405 valid responses and analyzed the research hypotheses using a structural equation model. The empirical analysis revealed that the Multi-dimensional visualization and Immutability characteristics of blockchain technology significantly enhance the rational considerations in platform trust, thereby influencing Investment intentions. Additionally, the study confirmed the mediating effect of Playability intentions in the Metaverse. On the other hand, emotional considerations in platform trust did not have a significant impact, possibly due to the digital anonymity and lack of non-verbal communication cues in the virtual world, limiting the expression of genuine emotions. The findings of this study provide new perspectives on user behavior on virtual land platforms in the Metaverse and offer valuable insights for both academia and industry. | en_US |