Awakened in metaverse: How virtual MICE experiences shape behavioral intentions through awe

Although still in an early and contested phase of development, the “metaverse” supports immersive and multisensory forms of participation that transcend geographic constraints. This represents a significant departure from traditional meetings, incentives, conventions, and exhibitions (MICE) formats centered on physical attendance and distinguishing the metaverse from standalone virtual or augmented reality environments. However, academic inquiry into the experience economy within the virtual MICE context remains limited. Drawing on the experience economy framework and cognitive appraisal theory, this study examines how virtual MICE experiences evoke awe and how this emotion shapes post-event behaviors. Using data from 452 Chinese participants analyzed via partial least squares structural equation modeling (PLS-SEM), the results reveal that entertainment, esthetics, education, and escapism significantly influence awe, which in turn enhances electronic word-of-mouth and repeat participation intentions. Awe serves as a key psychological mechanism that partially mediates these relationships, understanding its central role in immersive virtual MICE environments. This study advances theoretical understanding by extending the experience economy framework to the metaverse MICE setting. Furthermore, It offers practical implications for event organizers seeking to design emotionally engaging, technologically enhanced experiences that foster sustained audience engagement.