The Metaverse Flywheel: C reating V alue across P hysical and V irtual W orlds
提出元宇宙飞轮模型，基于对早期采用者的访谈，识别出三种关键元宇宙可供性，揭示分层模块化架构如何为企业创造新价值。
This study presents a metaverse flywheel model providing insights into how the emerging layered modular architecture of the metaverse can enable new types of value-creation opportunities for organizations. Based on interviews with early metaverse adopters and innovators, this article identifies three key metaverse affordances: prospection of future conditions, persistence of editable and evolving virtual spaces, and integration between virtual and physical worlds. The findings enhance the nascent metaverse literature by highlighting that new organizing logics are required for metaverse-specific value creation, which goes beyond the previous generation’s isolated 3D models and other interfaces.