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.