Purchase motivation: The attraction of metaverse-based fitness products.

The global fitness industry is experiencing a rapid digital transformation. Traditional constraints related to time and geographical accessibility in fitness-related practices have been progressively reshaped by successive technological innovations. Among the various developments, metaverse-based fitness products have garnered considerable attention. This study investigates the specific motivations underlying consumers' intention to purchase metaverse-based fitness products. Drawing on the Unified Theory of Acceptance and Use of Technology, with its key factors of performance expectancy, effort expectancy, and social influence, this study examines the distinctive characteristics of metaverse-based fitness products while introducing fun as an additional motivational factor. Furthermore, this study categorizes consumer motivation through two distinct domains: desire to work and desire to play. Data were collected from 323 valid survey responses and analyzed using structural equation modeling techniques. The results indicate that effort expectancy influences only the desire to work, while performance expectancy exclusively affects the desire to play. Social influence and fun positively impact both types of motivation. Moreover, both the desire to work and the desire to play significantly enhance purchase intention. Based on these findings, this study provides strategic recommendations for operators of metaverse-based fitness products for the purpose of enhancing consumer purchase intention.