#Packages

library(psych)
library(ggplot2)
library(dplyr)
library(tidyr)
library(corrplot)
library(Hmisc)
library(kableExtra)
library(scales)
library(patchwork)
library(cluster)
library(flextable)
library(officer)
library(tibble)

1 Data Import & Cleaning

#> Purchase_Int non-NA: 26
#> Immersion non-NA: 26

2 Likert Scale Reference (Table)

Likert Scale Reference — Survey Response Options (1–7)
Score Agreement scale Likelihood scale
1 Strongly disagree Extremely unlikely
2 Disagree Moderately unlikely
3 Somewhat disagree Slightly unlikely
4 Neither agree nor disagree Neither likely nor unlikely
5 Somewhat agree Slightly likely
6 Agree Moderately likely
7 Strongly agree Extremely likely

3 Internal Reliability — Cronbach’s Alpha

Table. Internal Reliability — Cronbach’s Alpha per Construct
Construct Items Alpha Std_Alpha Avg_r Reliability
Immersion 3 0.661 0.702 0.440 Questionable
Flow 5 0.516 0.548 0.195 Poor
Hedonic 4 0.793 0.786 0.478 Acceptable
Ease_of_Use 3 0.645 0.634 0.366 Questionable
Purchase_Int 3 0.844 0.845 0.645 Excellent
Return 3 0.741 0.765 0.521 Acceptable
Self_Ext 3 0.513 0.500 0.250 Poor
Summary of Behavioural Data Collected Across Metric Categories and Data Sources
Data Source Engagement Movement Object Interaction Deep Behavioural Type Format
MR Session Telemetry Session duration Total distance moved Total grabs Video/audio recording Continuous Auto-logged
Total interactions Movement speed Total throws Screen recording Continuous Auto-logged
Interaction rate (per min) Position variance Avg grab duration Continuous Auto-logged
Avg dwell time Stillness ratio Grab-to-throw ratio Continuous Auto-logged
Revisit count Continuous Auto-logged
Unique portals visited Continuous Auto-logged

#Descriptive Statistics

3.1 Table 3 — Survey Constructs

Table 3. Descriptive Statistics for Key Survey Constructs (1–7 scale, NPS 0–10, N = 26)
Construct mean sd Alpha Reliability
…1 Return 5.78 1.05 0.741 Acceptable
…2 Immersion 5.83 0.78 0.661 Questionable
…3 Flow 5.65 0.70 0.516 Poor
…4 Hedonic 5.43 1.01 0.793 Acceptable
…5 Ease_of_Use 5.00 1.09 0.645 Questionable
…6 Self_Ext 4.55 1.08 0.513 Poor
…7 Purchase_Int 3.86 1.59 0.844 Excellent
X1 NPS 6.85 2.11 NA

3.2 Table 2 — Behavioural Telemetry

Table 2. Descriptive Statistics for Telemetry Data
mean sd min max
Distance_m 78.100 36.280 37.80 195.30
Total_duration_min 864.462 254.175 419.00 1388.00
Story_min 6.815 2.856 2.95 14.30
Hist_min 6.263 2.270 2.76 14.39
Engagement_pct 23.385 6.054 13.00 38.00
Tiles_placed 13.038 8.628 2.00 35.00
History_pages_read 3.615 1.602 0.00 5.00

4 Figure — Survey Construct Means (± 1 SD)

#Spearman Correlations Setup

#Figure 13 — Correlation Heatmap (Spearman ρ)

#Table 4: Spearman correlations: Behavioural Telemetry with Purchase Intent (Direct Pathways)

Table 4. Spearman Correlations: Behavioural Telemetry With Purchase Intent (Direct Pathway)
Relationship ρ p value Sig
Session duration → Purchase Intent 0.244 0.229 ns
Distance moved → Purchase Intent 0.290 0.150 ns
Total interactions → Purchase Intent 0.161 0.431 ns
Object grabs → Purchase Intent 0.103 0.617 ns
Avg grab duration → Purchase Intent 0.024 0.909 ns
Total grab time → Purchase Intent 0.167 0.415 ns
Engagement % → Purchase Intent -0.007 0.971 ns
Story mode (min) → Purchase Intent -0.017 0.934 ns
History mode (min) → Purchase Intent 0.233 0.251 ns
Tiles placed → Purchase Intent 0.065 0.754 ns
Avg tile time → Purchase Intent 0.036 0.861 ns
Pages read → Purchase Intent 0.093 0.651 ns

#Table 5: Spearman correlations: Survey Constructs with Purchase Intent

Table 5. Spearman Correlations: Survey Constructs With Purchase Intent
Construct ρ p value Sig
Likelihood to return 0.680 < .001 ***
Hedonic value 0.640 0.003 **
NPS 0.450 0.022
Self Extension 0.430 0.026
Flow 0.200 0.320 ns
Immersion 0.117 0.570 ns
Ease of Use 0.160 0.440 ns

5 11. Table 6: Reliable behavioral Telemetry: predictors across the four Indirect Pathways to Purchase intent

Table 6. Reliable Behavioural Telemetry Predictors Across the Four Indirect Pathways to Purchase Intent ρ p value Sig
Hedonic value (ρ = .640, p = .003 → Purchase Intent)
Total grab time 0.536 0.005 **
Total interactions 0.526 0.006 **
Session duration 0.515 0.007 **
Distance moved 0.511 0.008 **
Object grabs 0.442 0.024
History mode (min) 0.433 0.027
Tiles placed 0.375 0.059 †
Story mode (min) 0.336 0.094 †
Likelihood to return (ρ = .680, p < .001 → Purchase Intent)
Distance moved 0.463 0.017
Total grab time 0.419 0.033
Avg tile time 0.409 0.038
Session duration 0.350 0.080 †
NPS (ρ = .450, p = .022 → Purchase Intent)
Distance moved 0.507 0.008 **
Total grab time 0.485 0.012
Total interactions 0.460 0.018
Object grabs 0.381 0.055 †
Session duration 0.369 0.063 †
Self Extension (ρ = .430, p = .026 → Purchase Intent)
Total interactions 0.441 0.024
Object grabs 0.413 0.036
Engagement % 0.352 0.078 †
Total grab time 0.349 0.081 †
Note. † p < .10; * p < .05; ** p < .01; *** p < .001. Only significant and marginal predictors shown per pathway.

#Figure 14 — NPS Score Distribution

#> NPS Score: -11.5

#Table 11 — Van Westendorp Price Anchors & Figure 5 — PSM Chart

Table 11. Van Westendorp Price Anchors (N = 26, except B1 n = 25)
Anchor Question Mean (€) Median (€) SD (€) Range (€)
B1 — Too cheap “So cheap I’d question quality” 4.18 2.00 6.49 0–30
B2 — Good value/bargain “Good value, a genuine bargain” 7.11 5.00 5.65 0.35–20
B3 — Maximum acceptable “Highest price I’d pay” 9.27 7.99 5.84 3–25
B4 — Too expensive “So expensive I wouldn’t buy under any circumstances” 17.19 10.00 13.30 3–50 
#> PMC: €4.90 | PME: €9.25 | OPP: €NA

#Segmentation — k-Means Clustering

#> Silhouette width: 0.344

5.1 Cluster Profile Means

Table 9. Cluster Profile Means on Key Constructs and Behavioural Variables, with Overall Sample Average
Cluster N Immersion Flow Hedonic value Self-extension Purchase intent Likelihood to return NPS Max WTP (€) Engagement (%) Tiles placed History pages read
1 15 6.11 5.93 6.00 4.91 4.71 6.42 8.07 9.87 24.13 13.53 3.93
2 9 5.37 5.22 4.44 4.07 2.85 4.85 4.89 9.11 20.56 8.22 3.00
3 2 5.83 5.40 5.62 4.00 2.00 5.17 6.50 5.50 30.50 31.00 4.00
Total 26 5.83 5.65 5.43 4.55 3.86 5.78 6.85 9.27 23.38 13.04 3.62

5.2 Figure 15 — Cluster Separation (PCA)

#Self-Extension Analysis

5.3 Table 7 — Self-Extension Participants vs. Rest

Table 7. Self-Extension Participants, P22 Contrast Case, and Sample Totals
Participant Tiles placed J1 Built understanding J2 Things felt mine J3 Left a mark
Individual participants
P7 (Self-Extension) 5.00 5.00 5.00 5.00
P20 (Self-Extension) 11.00 4.00 5.00 4.00
P23 (Self-Extension) 18.00 6.00 6.00 7.00
P26 (Self-Extension) 31.00 5.00 6.00 5.00
P22 (contrast case) 17.00 7.00 4.00 5.00
Group means
Self-Extension total (n=4) 16.25 5.00 5.50 5.25
Rest of sample (n=21) 12.05 4.43 3.86 4.71
Table 8. Self-Extension: Correlations with Key Constructs
Variable 1 Variable 2 ρ p value Sig
Self Extension Immersion 0.490 0.011
Self Extension NPS 0.483 0.013
Self Extension Purchase Intent 0.430 0.026
Self Extension Tiles placed 0.258 0.203 ns
Note. † p < .10; * p < .05; ** p < .01; *** p < .001.

#Telemetry vs. Self-Reported Measures (Sub-Q2, Table 13)

Table 10. Telemetry vs. Self-Reported Measures: Spearman Correlations with Purchase Intent
Variable ρ p value Sig
Behavioural (telemetry)
Tiles placed 0.065 0.754 ns
Story Mode time -0.017 0.934 ns
History Mode time 0.233 0.251 ns
Engagement % -0.007 0.971 ns
Distance moved 0.290 0.150 ns
Self-reported (attitudinal)
Immersion 0.117 0.570 ns
Flow 0.351 0.079 †
Hedonic Value 0.564 0.003 **
Ease of Use 0.077 0.708 ns
Self-Extension 0.247 0.223 ns
Likelihood to Return 0.640 0.000 ***
NPS 0.675 0.000 ***