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Online-Offline Self-Identity Overlap and Consumer Decision to Acquire Digital-Physical Twins in the Metaverse

Yi Lu et al.

Journal of the Association for Consumer Research2025https://doi.org/10.1086/734654article
AJG 2ABDC B
Weight
0.41

What the paper says

With the blending of virtual and physical realms in the metaverse, this research investigates how acquiring a physical product influences the decision to purchase its digital counterpart and vice versa. We propose that online-offline identity overlap (OOIO) predicts consistent preferences across these realms, affecting purchase behavior. Across two pilot studies and four experiments with 1,864 participants, we find that consumers with high OOIO are more likely to acquire both versions of a product. This effect is stronger when products highlight attributes experienced reliably in both realms (e.g., visual design) and weaker for attributes limited to one world. Additionally, goal consistency moderates this effect, with divergent goals reducing acquisition consistency. For consumers with high OOIO, marketing efforts across realms can be mutually reinforcing, especially when product attributes are comparable in both digital and physical contexts.

2 citations

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https://doi.org/https://doi.org/10.1086/734654

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@article{yi2025,
  title        = {{Online-Offline Self-Identity Overlap and Consumer Decision to Acquire Digital-Physical Twins in the Metaverse}},
  author       = {Yi Lu et al.},
  journal      = {Journal of the Association for Consumer Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1086/734654},
}

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Online-Offline Self-Identity Overlap and Consumer Decision to Acquire Digital-Physical Twins in the Metaverse

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.