The Metaverse’s virtual world is used in various industries and is expected to continue to grow in the future. In addition, the Metaverse is a new type of society that integrates various new technologies, and NFT products play an essential role. Therefore, NFT product characteristics and industry trends should be assessed to revitalize the NFT market. To this end, this study confirms the influence relationship between social presence and NFT product characteristics in the Metaverse environment and examines the impact of each characteristic on consumer satisfaction and continued engagement intention to NFT product. Statistical analysis such as exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling (SEM) using IBM SPSS Amos was conducted on data collected through a survey targeting male and female Korean consumers in their age group 10 to 50. Study results indicate that social presence significantly impacted all characteristics of NFT products (authenticity, scarcity, rarity, collectability, and interactivity). Scarcity and authenticity significantly impacted consumer satisfaction, and both authenticity and consumer satisfaction significantly impacted continued engagement intention. Thus, effective product development and marketing strategies can be established only by presenting different emphasized characteristics depending on the type of NFT product and the Metaverse’s social presence.

In recent years, with its amazing online interactive promotion ability, e-commerce live streaming has attracted the attention of theoretical scholars and practical experts. This study takes “co-presence (CP) ” and “social presence (SP) ”, which are the prominent features of e-commerce live streaming, as the breakthrough point to explore the mechanism of the influence of co-presence and social presence on purchase intention. In this study, consumers with e-commerce live streaming watching experience are taken as participants, and the method of structural equation modeling is used. It is found that: presence significantly impacts flow experience and consumer purchase intention, while the impact of the two kinds of presence (SP, CP) is variable. the promotion effect of the two kinds of presence (SP, CP) on consumer purchase intention is completely mediated by flow experience. The mediating effect of co-presence on consumer purchase intention through flow experience is regulated by e-commerce live streaming topicality, but social presence doesn’t.

Based on the metaverse situation, this paper explores the influence of perceived usefulness and usability on brand experience. The brand experience include two dimensions of sensory experience and behavioral experience. And then, based on 329 valid data collected through online experiment, it makes an empirical analysis by structural equation model and hierarchical regression. Results show that, metaverse situational perceived usefulness and usability have significant effects on customer sensory experience and behavioral experience, and sensory experience plays a mediating role in the effects of usefulness and usability on behavioral experience. Social presence plays a positive moderating role in the influence path of usefulness and usability on sensory experience and behavioral experience.