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Communications of the Association for Information Systems

Author ORCID Identifier

Aparnita Saha: https://orcid.org/0009-0000-6056-1449

Daniel Inbaraj Jublee: https://orcid.org/0000-0002-3332-3768

M. Ramkumar: https://orcid.org/0000-0002-7788-4110

Saha

Abstract

Digital service platforms increasingly integrate immersive technologies as a means of user experience management. Based on Social Presence Theory and the Stimulus, Organism, Response (SOR) framework, this research explores how metaverse, based service systems impact service experience outcomes via social presence and supportive interactions to manage conditions of uncertainty and psychological strain. We take metaverse, enabled tourism services as a representative context to demonstrate how the immersive system features can influence users' stress and confidence levels during the pre-consumption stages. Our sample involves data from 206 users in the United States and the United Kingdom. The data were analyzed employing partial least squares structural equation modeling (PLS, SEM) and necessary condition analysis (NCA). The findings reveal that social presence notably alleviates stress and increases confidence levels, whereas supportive interactions mainly contribute to confidence enhancement. Confidence has a greater impact on affective commitment and system adoption than the mere reduction of stress, although both pathways are significant. By framing stress reduction and confidence enhancement as service experience states resulting from the use of immersive information systems, the present study contributes to the field of Information Systems research in the areas of digital service design and experience management and provides practical insights for platform designers aiming at attracting engagement and facilitating adoption in immersive digital services.

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