本研究整合體驗價值理論與地位特徵理論，探討沉浸式元宇宙平台體驗如何轉化為持久的顧客價值。本研究嚴格超越傳統的被動消費範式，基於美國元宇宙使用者的偏最小平方法結構方程模型（PLS-SEM）實證結果顯示，目標導向的行動者主動解碼元宇宙服務場景的教育、娛樂與美學維度，以實現顧客影響力價值（CIV），即感知自身為結構性影響者的心理狀態。在捍衛此特權社會地位的強烈心理驅動下，使用者隨後將此非交易性影響力轉換為持續的顧客終身價值 (CLV)。此外，媒體豐富度不僅直接促進 CIV，更放大了美學解碼在提升社會可見度上的效用。最終，本研究將 CIV 確立為連結主動環境處理與長期顧客權益之間不可或缺的結構性橋樑。;This study integrates Experiential Value Theory and Status Characteristics Theory to examine how immersive metaverse platform experiences translate into enduring customer value. Moving strictly beyond traditional passive consumption paradigms， empirical results derived from partial least squares structural equation modeling (PLS-SEM) on United States metaverse users demonstrate that goal-oriented agents actively decode the educational， entertaining， and esthetic dimensions of the metaversescape to actualize Customer Influence Value (CIV)， conceptualized herein as the psychological state of perceived structural influence. Driven by an intense psychological necessity to defend this privileged social status against displacement， users subsequently convert this non-transactional influence into sustained Customer Lifetime Value (CLV). Furthermore， the media richness concept directly fosters CIV and systematically amplifies the efficacy of esthetics decoding in elevating social visibility. Ultimately， this study establishes CIV as the indispensable structural bridge connecting active environmental processing to long-term customer equity.
