The cluster breakthrough of Metaverse technology will profoundly change the way of production and life of human beings. At present, researches on enterprise context innovation are short of discussion based on digital technology and the Metaverse context, and researches on digital innovation and entrepreneurship still lack cross-level discussion. The service-dominant logic theory emphasizes the multi-subject and cross-level interaction between enterprises and customers under the service context, which provides an important theoretical reference for this study. Thus, this study aims at answering how to construct enterprise context innovation in Metaverse.
The development of Metaverse is still in its infancy, but virtual video games are quite similar to the anticipation of Metaverse, and the unusual environment of tourism is a “natural entrance” to Metaverse. In this case, this study chooses Disney and Mihoyo from tourism and video game industries as case enterprises, collects data from public interviews, listing disclosure information, official channel information, research team experiences, literature and research reports, follows the standard qualitative data-coding steps and grounded theory method, and forms first-order concepts, second-order topics and polymeric constructs through multiple rounds of discussion in random groups of 2–3 people.
The findings of this study are that: First, it recognizes the context components of constructing enterprise context innovation in Metaverse. Virtual context components include originated figures and linked events, integrated with the aggregated environment of the real context; while real context components include integrated figures and activated events, integrated with the open environment of the virtual context. Second, it analyzes the two constructing processes of context components in Metaverse, which appear as component focalizing and component diffusing. Third, it analyzes the guided interaction logic and exploratory interaction logic while constructing enterprise context innovation in Metaverse, and clarifies the important role of enterprises in the process of context innovation.
The contributions of this paper are that: First, through bringing in virtual and real context components, it deepens the component research of enterprise context innovation in Metaverse. Second, it refines the progress mechanism research of enterprise context innovation in Metaverse from the perspective of customer-service-context interaction. Third, it promotes a new interpretation of service-dominant logic theory under the Metaverse context, indicating the decisive role of enterprises in Metaverse context innovation. The findings offer reference for enterprise innovation and entrepreneurship practice in Metaverse, including constructing themed virtual-real context innovation, forming sustainable Metaverse innovation and entrepreneurship projects, and realizing customer-service-context interaction in Metaverse.