... comprises an initial qualitative study followed by three subsequent quantitative studies. In Study 1, a grounded-theory approach was adopted to analyze semi-structured interviews with 30 followers of green influencers in China. In Study 2, exploratory factor analysis and reliability analysis were conducted...

..., this study employed grounded theory analysis to develop a value-risk model that systematically reveals consumers’ value expectations and risk perceptions related to the metaverse. Findings The analyses revealed six key dimensions of consumers’ value expectations in the metaverse: experiential value...