Being excluded in the metaverse: Impact of social ostracism on users' psychological responses and behaviors

In this study, we examine how individuals react to an ostracism experience in the metaverse. Based on the temporal need-threat model and virtual identity discrepancy model, two experimental studies and a critical incident study were conducted to investigate how metaverse ostracism affects individuals' need for belonging, mood, avatar-self discrepancy, and behavioral intentions, as well as how avatar customization moderates this relationship. The results of Study 1 revealed that ostracized participants perceived a higher threat to the need for belonging, a less positive mood, and a higher avatar-self discrepancy than non-ostracized participants. The results of Study 2 revealed that experiencing ostracism led to a greater perception of avatar-self discrepancy only when participants interacted with others using assigned avatars. The results of a moderated mediation analysis showed that the ostracism experience with assigned avatars increased avatar-self discrepancy, thereby reducing intention to continue using the avatars and revisit the metaverse. The mediation effect was not significant when participants customized their avatars. Study 3 replicated the results of Studies 1 and 2 with a larger sample and provided further insight through a qualitative analysis. The theoretical and practical implications are highlighted.