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Immersion In Metaverse Event Experience: A Grounded Theory

Year 2024, Volume: 7 Issue: 2, 288 - 307, 05.10.2024

Onur Can Dolğun , Volkan Gökören , Hakan Güler , Halime Dinç , Metin Argan

https://doi.org/10.53025/sportive.1526592

Abstract

Introduction and Aim: Although there are studies on immersion in the literature, the number of studies dealing with the phenomenon of immersion in the metaverse world, which is characterized as a new virtual medium, and in metaverse activity experiences in particular, is almost negligible. In this context, a gap in the literature can be mentioned, especially in the context of focusing on the phenomenon of immersion in metaverse activities/games. Therefore, the aim of this study is to reveal the theoretical factors that reveal the immersion phenomenon perceived by people who experience the NBA 2K23 metaverse event. The results of the study may have theoretical and practical implications.
Method: Using embedded theory, semi-structured interviews were conducted with a sample of 21 (12 male, 9 female) adults who experienced the NBA 2K23 metaverse event. Purposive sampling, which is widely used in qualitative research, was used, and the determination of the sample size was based on data saturation, which was underlined by Creswell (1998). The analysis process was carried out within the framework of the embedded theory method approach (Charmaz, 1983; Strauss and Corbin, 1990); applied with continuous comparative analysis while encoding each transcript; Codes and themes were created by comparing each coded case with similar coded cases, reducing data and making theoretical exemplifications. For validity and trustworthiness, Creswell (1998)'s criteria suggested to increase the quality of the research were used.
Findings: Users' perceptions of immersion in the metaverse event experience can be addressed in six dimensions: Flow, Instant Pleasure, Illusional Vision, Visual Pleasure, and Personality. Flow; The individual's immersion in the game expresses the dimension in which he does not understand how time passes. In the dimension, the person falls into a state of fear, thinking that he will miss the current updates, developments and innovations. Instant gratification; While the individual is evaluated as the feeling and pleasure he experiences while playing the game, the "Illusional Vision" can be defined as the confrontation between the game and the reality. In the dimension of “Visual Pleasure”, it is the satisfaction of individuals due to a visual event in the game, the show in the game and good actions. Finally, in the dimension of "Personal Traits", the individual was evaluated as the actor he created and his or her own characteristics.
Conclusion: The findings of this research provide theoretical as well as practical practical implications for the factors that determine immersion in the metaverse world. In addition to the factors such as flow and escape, which exist in the literature related to diving; visual pleasure, illusionary vision and personality traitshave also been found to exist. Managers or game/application designers who are interested in the Metaverse should be aware of these underlined factors related to immersion and benefit from strategies and approaches that will attract users/consumers and keep them in the environment, which can draw useful frameworks for success.

Keywords

Metaverse NBA2K23 Immersion

References

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Metaverse Etkinlik Deneyiminde Dalma: Bir Gömülü Teori Çalışması

Year 2024, Volume: 7 Issue: 2, 288 - 307, 05.10.2024

Onur Can Dolğun , Volkan Gökören , Hakan Güler , Halime Dinç , Metin Argan

https://doi.org/10.53025/sportive.1526592

Abstract

Giriş ve Amaç: Literatürde daldırma (immersion) ile ilgili çalışmalar bulunmakla birlikte, yeni bir sanal ortam olarak nitelendirilen metaverse dünyasında ve özellikle metaverse etkinlik deneyimlerinde daldırma olgusunu ele alan çalışmaların sayısı neredeyse yok denecek kadar azdır. Bu bağlamda, metaverse etkinlikleri/oyunlarında daldırma olgusuna odaklanma bağlamında literatürde bir boşluktan bahsedilebilir. Bu nedenle, bu çalışmanın amacı, NBA 2K23 metaverse etkinliğini deneyimleyen kişilerin algıladığı daldırma olgusunu ortaya çıkaran teorik faktörleri ortaya koymaktır. Çalışmanın sonuçları teorik ve pratik çıkarımlara sahip olabilecektir.
Yöntem: Nitel araştırmalarda yaygın olarak kullanılan amaçlı örnekleme yöntemiyle belirlenen ve NBA 2K23 metaverse etkinliğini deneyimleyen 21 (12 erkek, 9 kadın) yetişkinle yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Örneklem büyüklüğünün belirlenmesinde Creswell (1998) tarafından vurgulanan veri doygunluğu esas alınmıştır. Analiz süreci, gömülü teori yöntemi yaklaşımı (Charmaz, 1983; Strauss ve Corbin, 1990) çerçevesinde gerçekleştirilmiş; her bir transkript kodlanırken sürekli karşılaştırmalı analiz uygulanmıştır; kodlanan her bir vaka benzer kodlanmış vakalarla karşılaştırılarak kodlar ve temalar oluşturulmuş, veriler azaltılarak teorik örneklendirmeler yapılmıştır. Geçerlilik ve güvenilirlik için Creswell (1998)'in araştırmanın kalitesini artırmaya yönelik önerdiği kriterler kullanılmıştır.
Bulgular: Metaverse etkinliği deneyiminde kullanıcıların daldırma algıları altı boyutta ele alınabilir: Akış, Anlık Haz, İllüzyonel Vizyon, Görsel Haz ve Kişisel Özellikler. Akış; bireyin oyuna dalarak zamanın nasıl geçtiğini anlamadığı boyutu ifade etmektedir. Bu boyutta, kişi mevcut güncellemeleri, gelişmeleri ve yenilikleri kaçıracağını düşünerek bir korku durumuna düşer. Anlık haz; bireyin oyunu oynarken yaşadığı duygu ve haz olarak değerlendirilirken, "Yanılsamalı Görü" oyun ile gerçeklik arasındaki karşılaşma olarak tanımlanabilir. “Görsel Haz” boyutunda ise, oyundaki görsel bir olay, oyundaki gösteri ve iyi aksiyonlar nedeniyle bireylerin tatmin olması ifade edilmektedir. Son olarak, "Kişisel Özellikler" boyutunda, bireyin yarattığı aktör ve kendi özellikleri değerlendirilmiştir.
Sonuç: Bu araştırmanın bulguları, metaverse dünyasında daldırmayı belirleyen faktörler konusunda teorik ve pratik çıkarımlar sağlamaktadır. Literatürde daldırma ile ilgili mevcut olan akış ve kaçış gibi faktörlere ek olarak; görsel haz, yanılsamalı görü ve kişisel özellikler de var olduğu bulunmuştur. Metaverse ile ilgilenen yöneticiler veya oyun/uygulama tasarımcıları, daldırma ile ilgili vurgulanan bu faktörlerin farkında olmalı ve kullanıcıları/tüketicileri cezbetmek ve onları ortamda tutmak için stratejiler ve yaklaşımlardan yararlanmalıdır, bu da başarı için yararlı çerçeveler çizebilmektedir.

Keywords

Metaverse NBA2K23 Dalma

References

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  • Arıcı, A. (2024). Meta dil ve metaverse kavramları çerçevesinde yeni nesil halkla ilişkiler. Dijitalleşme Bağlamında Birey, Toplum ve İletişim, 31.
  • Arıcı, V. A. (2013). Fen eğitiminde sanal gerçeklik programları üzerine bir çalışma: "Güneş Sistemi ve Ötesi: Uzay Bilmecesi" ünitesi örneği (Yüksek Lisans Tezi). Aydın: Adnan Menderes Üniversitesi Fen Bilimleri Enstitüsü.
  • Arslan, E. (2022). Nitel araştırmalarda geçerlilik ve güvenilirlik. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (51), 395-407.
  • Atasoy, A. D. (2013). Sinema ve televizyonda görsel haz ve sinemasal çözümlemeler. Turkish Online Journal of Design Art and Communication, 3(3), 18-25.
  • Ball, M. (2022). The metaverse: And how it will revolutionize everything. Liveright Publishing.
  • Belk, R., Humayun, M., & Brouard, M. (2022). Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and wild markets. Journal of Business Research, 153, 198–205. https://doi.org/10.1016/J.JBUSRES.2022.08.031
  • Bloomberg Intelligence. (2021). Metaverse may be $800 billion market, next tech platform insights. https://www.bloomberg.com/professional/blog/metaverse-may-be-800-billion-market-next-tech-platform/ Bowman, D. A., & McMahan, R. P. (2007). Virtual reality: How much immersion is enough?. Computer, 40(7), 36-43.
  • Buana, I. M. W. (2023). Metaverse: Threat or opportunity for our social world? In understanding metaverse on sociological context. Journal of Metaverse, 3(1), 28-33.
  • Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International Journal of Human-Computer Studies, 66(9), 641-661. https://doi.org/10.1016/j.ijhcs.2008.04.004
  • Cairns, P., Cox, A., & Nordin, A. I. (2014). Immersion in digital games: Review of gaming experience research. In M. C. Angelides & H. Agius (Eds.), Handbook of digital games (pp. 337-361). Wiley. https://doi.org/10.1002/9781118796443.ch12
  • Charmaz, K. (1983). Loss of self: A fundamental form of suffering in the chronically ill. Sociology of Health & Illness, 5(2), 168-195.
  • Choi, H. S., & Kim, S. H. (2017). A content service deployment plan for metaverse museum exhibitions—Centering on the combination of beacons and HMDs. International Journal of Information Management, 37(1), 1519-1527.
  • Christodoulou, K., Katelaris, L., Themistocleous, M., Christodoulou, P., & Iosif, E. (2022). NFTs and the Metaverse revolution: Research perspectives and open challenges. In P. Giudici & M. Gatteschi (Eds.), Blockchains and the token economy (pp. 139–178). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-95108-5_6
  • Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Sage Publications, Inc.
  • Cummings, J. J., & Bailenson, J. N. (2015). How immersive is enough? A meta-analysis of the effect of immersive technology on user presence. Media Psychology, 19(2), 272–309. https://doi.org/10.1080/15213269.2015.1015740
  • Cummings, J. J., & Wertz, B. (2018). Technological predictors of social presence: A foundation for a meta-analytic review and empirical concept explication. In Proceedings of the 10th Annual International Workshop on Presence. http://matth ewlom bard.com/ISPR/Proceedings/2018/P2018-Cummings%20&%20Wertz.pdf
  • Davis, A., Murphy, J. D., Owens, D., Khazanchi, D., & Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2), 91-117.
  • Demir, G., Argan, M., & Dinç, H. (2023). The age beyond sports: User experience in the world of Metaverse. Journal of Metaverse, 3(1), 19-27.
  • Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., ... Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
  • Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J. G., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., ... Wirtz, J. (2022). Metaverse marketing: How the Metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776. https://doi.org/10.1002/mar.21767
  • Emmelkamp, P. M. G., Meyerbröker, K., & Morina, N. (2020). Virtual reality therapy in social anxiety disorder. Current Psychiatry Reports, 22(7), 32.
  • Gadekallu, T. R., Huynh-The, T., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q.-V., da Costa, D. B., & Liyanage, M. (2022). Blockchain for the Metaverse: A review. ArXiv Preprint. https://doi.org/10.48550/arxiv.2203.09738
  • Guba, E. G. (1981). Criteria for assessing the trustworthiness of naturalistic inquiries. Educational Communication and Technology Journal, 29(2), 75-91.
  • Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2022.2065374
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There are 52 citations in total.

Details

Primary Language English
Subjects Sports Medicine
Journal Section Articles
Authors

Onur Can Dolğun 0000-0002-2468-1539

Volkan Gökören 0000-0003-4255-3319

Hakan Güler 0000-0002-8612-6901

Halime Dinç 0000-0002-2391-5508

Metin Argan 0000-0002-9570-0469

Early Pub Date September 29, 2024
Publication Date October 5, 2024
Submission Date August 2, 2024
Acceptance Date September 9, 2024
Published in Issue Year 2024 Volume: 7 Issue: 2

Cite

APA Dolğun, O. C., Gökören, V., Güler, H., Dinç, H., et al. (2024). Immersion In Metaverse Event Experience: A Grounded Theory. Sportive, 7(2), 288-307. https://doi.org/10.53025/sportive.1526592
AMA Dolğun OC, Gökören V, Güler H, Dinç H, Argan M. Immersion In Metaverse Event Experience: A Grounded Theory. SPORTIVE. October 2024;7(2):288-307. doi:10.53025/sportive.1526592
Chicago Dolğun, Onur Can, Volkan Gökören, Hakan Güler, Halime Dinç, and Metin Argan. “Immersion In Metaverse Event Experience: A Grounded Theory”. Sportive 7, no. 2 (October 2024): 288-307. https://doi.org/10.53025/sportive.1526592.
EndNote Dolğun OC, Gökören V, Güler H, Dinç H, Argan M (October 1, 2024) Immersion In Metaverse Event Experience: A Grounded Theory. Sportive 7 2 288–307.
IEEE O. C. Dolğun, V. Gökören, H. Güler, H. Dinç, and M. Argan, “Immersion In Metaverse Event Experience: A Grounded Theory”, SPORTIVE, vol. 7, no. 2, pp. 288–307, 2024, doi: 10.53025/sportive.1526592.
ISNAD Dolğun, Onur Can et al. “Immersion In Metaverse Event Experience: A Grounded Theory”. Sportive 7/2 (October 2024), 288-307. https://doi.org/10.53025/sportive.1526592.
JAMA Dolğun OC, Gökören V, Güler H, Dinç H, Argan M. Immersion In Metaverse Event Experience: A Grounded Theory. SPORTIVE. 2024;7:288–307.
MLA Dolğun, Onur Can et al. “Immersion In Metaverse Event Experience: A Grounded Theory”. Sportive, vol. 7, no. 2, 2024, pp. 288-07, doi:10.53025/sportive.1526592.
Vancouver Dolğun OC, Gökören V, Güler H, Dinç H, Argan M. Immersion In Metaverse Event Experience: A Grounded Theory. SPORTIVE. 2024;7(2):288-307.
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