The Influence of Service Quality and Exhibition Experience on Revisit Intentions: Insights from Metaverse Exhibitions

This study investigates the impact of metaverse exhibitions on consumer behavior, with a particular focus on revisit intention. However, prior research has not clearly explained how perceived service quality and exhibition experience influence revisit intention in metaverse exhibitions. This study, therefore, seeks to examine these relationships. Adopting a quantitative research design, data were collected from 324 participants who attended exhibitions in Macau and Hengqin. The findings reveal that metaverse-based exhibitions positively affect revisit intention, perceived service quality, and exhibition experience. Perceived service quality and exhibition experience act as significant mediators in this relationship. High levels of service quality derived from metaverse exhibitions also enhance visitors’ experiences, which in turn encourage repeat visits. This study contributes to the literature on virtual environments by highlighting the critical role of service quality and experiential factors in shaping visitor loyalty in the metaverse. The implications for exhibition organizers include the need for advanced technologies and sustained visitor engagement strategies to optimize the exhibition experience and encourage future attendance. Overall, this study underscores the transformative potential of the metaverse in redefining audience interaction within virtual exhibition platforms.