Harrison, AndrewWiegand, Katharina Dorothea2024-09-162024-09-162023-01-232022-12-09http://hdl.handle.net/10362/171831Many see the metaverse as an important topic for the future especially in light of the significant investments made by major players like META PLATTFORMS INC. China has a great potential for new developing digital opportunities since its customers exhibit a different affinity for digitalization than customers in the west. This research attempts to determine consumers’ fundamental opinions towards the metaverse in China. It will also uncover obstacles that prevent customers from using the metaverse.engConsumer behaviorMetaverseChinese consumerDigitalizationBrand potentialMetaverse Chinamaster thesis203364708