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Marketing e eventos no metaverso: tendĂȘncias globais e a perspetiva do consumidor em Portugal
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A transição para a Web 3.0 e a consolidação do metaverso tĂȘm vindo a redefinir os paradigmas do marketing digital e da gestĂŁo de eventos, exigindo Ă s marcas novas estratĂ©gias de envolvimento baseadas na imersĂŁo, na interação social e na criação de valor experiencial. A presente dissertação tem como objetivo analisar os fatores que influenciam a intenção comportamental do consumidor portuguĂȘs relativamente Ă adoção e participação em eventos imersivos no metaverso. Para o efeito, foi adotada uma metodologia quantitativa, suportada no modelo UTAUT2 (Unified Theory of Acceptance and Use of Technology 2), complementada pela dimensĂŁo da Economia da ExperiĂȘncia. A recolha de dados foi realizada atravĂ©s de um inquĂ©rito por questionĂĄrio online, tendo sido obtidas 203 respostas vĂĄlidas. O tratamento estatĂstico, efetuado no IBM SPSS, incluiu anĂĄlise de fiabilidade, correlaçÔes de Pearson e regressĂŁo linear mĂșltipla. Os resultados validam a robustez global do modelo de investigação (RÂČ = 0,680) e demonstram que a Economia da ExperiĂȘncia (ÎČ = 0,372), a InfluĂȘncia Social (ÎČ = 0,320) e a Expectativa de Desempenho (ÎČ = 0,217) constituem os principais preditores da intenção de participação em eventos no metaverso. Estes resultados indicam que o consumidor portuguĂȘs valoriza sobretudo a qualidade imersiva da experiĂȘncia, a validação social e a utilidade prĂĄtica percebida. Por outro lado, a Expectativa de Esforço nĂŁo revelou impacto estatisticamente significativo e os resultados relativos Ă s CondiçÔes Facilitadoras devem ser interpretados com cautela, devido Ă reduzida consistĂȘncia interna deste construto. O estudo conclui com recomendaçÔes estratĂ©gicas para marcas e organizadores de eventos, centradas na convergĂȘncia phygital, na gamificação com propĂłsito, na gestĂŁo de comunidades e na simplificação do acesso tecnolĂłgico.
The transition to Web 3.0 and the consolidation of the metaverse have redefined the paradigms of digital marketing and event management, requiring brands to adopt new engagement strategies based on immersion, social interaction, and experiential value creation. This dissertation aims to analyze the factors that influence the behavioral intention of Portuguese consumers regarding the adoption and participation in immersive events in the metaverse. To this end, a quantitative methodology was adopted, supported by the UTAUT2 model (Unified Theory of Acceptance and Use of Technology 2), complemented by the Experience Economy dimension. Data collection was carried out through an online questionnaire survey, obtaining 203 valid responses. Statistical analysis, performed in IBM SPSS, included reliability analysis, Pearson correlations, and multiple linear regression. The results validate the overall robustness of the research model (RÂČ = 0.680) and demonstrate that the Experience Economy (ÎČ = 0.372), Social Influence (ÎČ = 0.320) and Performance Expectancy (ÎČ = 0.217) are the main predictors of intention to participate in metaverse events. These results indicate that Portuguese consumers value above all the immersive quality of the experience, social validation and perceived practical utility. On the other hand, Effort Expectancy did not reveal a statistically significant impact, and the results regarding Facilitating Conditions should be interpreted with caution, due to the low internal consistency of this construct. The study concludes with strategic recommendations for brands and event organizers, centered on phygital convergence, purposeful gamification, community management and the simplification of technological access.
The transition to Web 3.0 and the consolidation of the metaverse have redefined the paradigms of digital marketing and event management, requiring brands to adopt new engagement strategies based on immersion, social interaction, and experiential value creation. This dissertation aims to analyze the factors that influence the behavioral intention of Portuguese consumers regarding the adoption and participation in immersive events in the metaverse. To this end, a quantitative methodology was adopted, supported by the UTAUT2 model (Unified Theory of Acceptance and Use of Technology 2), complemented by the Experience Economy dimension. Data collection was carried out through an online questionnaire survey, obtaining 203 valid responses. Statistical analysis, performed in IBM SPSS, included reliability analysis, Pearson correlations, and multiple linear regression. The results validate the overall robustness of the research model (RÂČ = 0.680) and demonstrate that the Experience Economy (ÎČ = 0.372), Social Influence (ÎČ = 0.320) and Performance Expectancy (ÎČ = 0.217) are the main predictors of intention to participate in metaverse events. These results indicate that Portuguese consumers value above all the immersive quality of the experience, social validation and perceived practical utility. On the other hand, Effort Expectancy did not reveal a statistically significant impact, and the results regarding Facilitating Conditions should be interpreted with caution, due to the low internal consistency of this construct. The study concludes with strategic recommendations for brands and event organizers, centered on phygital convergence, purposeful gamification, community management and the simplification of technological access.
Descrição
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Metaverso Marketing Digital Eventos Imersivos UTAUT2 Economia da ExperiĂȘncia Comportamento do Consumidor. Metaverse Digital Marketing Immersive Events Experience Economy Consumer Behavior