Designing an Attractive Metaverse: Research on Design Factors Influencing Audience Satisfaction with a Virtual Space Based on QCA

Consistent with the imminence of the metaverse, academics and industry have been paying more attention to the research into the metaverse. The viewpoint that present studies have linked the metaverse to the virtual space provides an opportunity to detect the metaverse. However, current research into virtual spaces remains undeveloped from the perspective of design, especially with a lack of an ergonomic and service viewpoint. Based on this, this study integrates ergonomics, information science and service management to determine how to build an attractive virtual space. Through 102 samples, employing qualitative comparative analysis, three main configurations are proposed, and contribute to filling this research gap. The results of this study indicate that, for designing a virtual space, human interactions with the virtual space should be taken into consideration selectively, from an internal or external perspective. As for the value-delivery process, the position of the audience should be reconsidered with the invalidity of value co-creation.