User Group Adaptation and Behavior Reconstruction of Metaverse E-Commerce: A Mixed-Method Study Based on Technological Cognitive Gradient, Risk Heterogeneity, and Immersive Experience

Yixue Chen

2025

Abstract

In recent years, the concept of "metaverse" has become a hot topic of discussion. In the fu-ture, blockchain, Non-Fungible Token (NFT), and virtual identities will reshape traditional business models. Understanding market demands and development trends is a necessary factor for traditional industries to transform. This study explores the impact of the technological cognition gradient, risk heterogeneity, and immersive experience of user groups on behavioral reconstruction in metaverse e-commerce through quantitative questionnaire surveys, data analysis, and qualitative NLP sentiment analysis. Based on the analysis of 200 valid questionnaires and 100 social media texts, it was found that crypto-native users prefer NFT and Decen-tralized Autonomous Organization(DAO) governance, while Generation Z tends towards gam-ified social interaction and virtual fashion; men have a higher familiarity with blockchain than women, and the technical threshold for low-education groups is the main barrier to conver-sion; women have more significant privacy concerns, and ordinary users need asset insurance and free experiences to conversion.

Paper Citation

in Harvard Style

Chen Y. (2025). User Group Adaptation and Behavior Reconstruction of Metaverse E-Commerce: A Mixed-Method Study Based on Technological Cognitive Gradient, Risk Heterogeneity, and Immersive Experience. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 630-641. DOI: 10.5220/0013997500004916

in Bibtex Style

@conference{prmc25,
author={Yixue Chen},
title={User Group Adaptation and Behavior Reconstruction of Metaverse E-Commerce: A Mixed-Method Study Based on Technological Cognitive Gradient, Risk Heterogeneity, and Immersive Experience},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={630-641},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013997500004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - User Group Adaptation and Behavior Reconstruction of Metaverse E-Commerce: A Mixed-Method Study Based on Technological Cognitive Gradient, Risk Heterogeneity, and Immersive Experience
SN - 978-989-758-778-8
AU - Chen Y.
PY - 2025
SP - 630
EP - 641
DO - 10.5220/0013997500004916
PB - SciTePress