Exploring the New Frontiers of Immersive Service Experiences: Role of Competence and Warmth in the Metaverse Environment

ABSTRACT This research explores how users form perceptions of competence and warmth in immersive metaverse service environments, drawing on the Stereotype Content Model (SCM). Addressing a significant gap in service marketing literature, the study investigates how these two core perceptual dimensions influence user engagement and behavioral outcomes by mitigating capability and relational concerns. A multi‐method, multi‐study approach was employed across three phases. In Study 1, qualitative interviews were conducted to identify key antecedents of perceived competence, such as reliability, responsiveness, and security; and of perceived warmth, such as emotional experience, sociability, and self‐expression. Study 2 utilized Structural Equation Modeling (SEM) to empirically examine the relationships between these antecedents and outcomes, including user engagement and positive word‐of‐mouth. Studies 3a–3b further validated the model using user‐generated content from the Google Play Store and Reddit, analyzed with Natural Language Processing (NLP) techniques to enhance ecological validity. The results indicate that technological factors primarily drive perceptions of competence, while relational elements shape perceptions of warmth. Perceived competence helps alleviate user doubts about the system's functional capabilities, while perceived warmth reduces relational concerns, both contributing to greater engagement and advocacy. Interestingly, innovativeness was not found to be a significant predictor of competence, suggesting that users may already expect a baseline of innovation in metaverse platforms. This research offers a comprehensive framework for understanding and managing service perceptions in virtual environments. It provides practical insights for designing metaverse experiences that are secure, emotionally engaging, and responsive in fostering trust, enhancing satisfaction, and encouraging sustained user involvement.