<![CDATA[The development of metaverse technology is driving the transformation of e-commerce activities into a more interactive and immersive virtual environment. One of the platforms that represents this phenomenon is Roblox, which allows users to interact and make purchases of virtual items in the metaverse world. This study aims to analyze the influence of perceived augmentation and perceived interactivity on telepresence, sense of immersion, and perceived realism, as well as their impact on attitude toward reuse metaverse and purchase intention in metaverse, using the Stimulus–Organism–Response (S–O–R) theoretical framework. This study uses a quantitative approach with a causal design. Data was collected through a questionnaire distributed to 83 respondents of Roblox users in Indonesia using the snowball sampling technique. The validity test is performed by item-total correlation, while the reliability test uses the Split-Half method. Data analysis was carried out using path analysis with the help of AMOS software. The results of the study show that all research instruments are declared valid and reliable. Empirically, perceived augmentation and perceived interactivity have a significant effect on telepresence. Furthermore, telepresence has a significant effect on perceived realism and attitude toward reuse metaverse. In addition, attitude toward reuse metaverse and perceived interactivity have proven to have a significant effect on purchase intention in metaverse. These findings confirm that immersive and realistic virtual experiences play an important role in shaping consumer attitudes and behavioral intentions in the metaverse.]]>
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