Virtual reality, authentic motivations: a classification of metaverse users based on VR/XR headset experience

This study examines the motivations and engagement patterns of Metaverse users who interact via VR/XR headsets, distinguishing social immersive experiences from traditional virtual environments. Applying Uses and Gratifications (U&G). Theory, we conducted a mixed-methods approach, combining qualitative interviews and a survey of 482 active users. Four primary motivations emerged: Hedonism, Eudaimonia, Socialization, and Perception of Alternative Reality. Cluster analysis revealed three distinct user profiles: Social Gamers (focused on social interaction), Fun Enthusiasts (driven by entertainment), and Immersive Skeptics (seeking realism and immersion).The findings show that Eudaimonia and Socialization are most predictive of long-term commitment, while hedonic motivations alone do not guarantee sustained use. This study advances U&G Theory by incorporating immersive affordances, emphasizing the critical role of VR/XR technologies in shaping user engagement. From a managerial perspective, it highlights the relevance of designing tailored experiences to enhance customer retention and platform loyalty.