This study explores the impact of metaverse marketing characteristics on purchase intention from a consumer perspective, aiming to reveal the mechanism of metaverse marketing from the perspective of mediation of flow experience. The study adopts the S-O-R model (stimulus-organism-response model) and the flow experience theory as the theoretical basis. By collecting data through a questionnaire survey among middle-aged and young people, and conducting empirical analysis using SPSS software, this study explores the impact of metaverse marketing characteristics on purchase intention and the mediating role of flow experience. A total of 119 valid questionnaires were collected, with a sample type of young and middle-aged people aged 18 to 35. Research has found that metaverse marketing has the characteristics of perception, interactivity, and interest, which positively affect consumers’ purchase intention; The flow experience plays a mediating role between the marketing characteristics of the metaverse and consumer purchase intention. The research on metaverse marketing enriches the relevant theories of the metaverse and provides specific guidance for enterprises to carry out metaverse marketing activities.
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