Metaverse user entrepreneurship is a unique entrepreneurial model that effectively releases the momentum of social innovation and entrepreneurship and promotes high-quality economic development. However, at present, the development of the Metaverse is still in its infancy, and the research on Metaverse user entrepreneurship is still in practice, lacking a discussion on its internal mechanism. Therefore, this paper aims to deeply explore the identity formation process of Metaverse user entrepreneurs to reveal the process mechanism of Metaverse user entrepreneurship based on the identity construction theory.

Through the case analysis of four typical Metaverse user entrepreneurs from Roblox, this paper aims to answer the core question of “the identity formation process of Metaverse user entrepreneurs”, and tries to find the answer by exploring the influencing factors and mechanisms of identity formation in different stages of Metaverse user entrepreneurship. Finally, this paper constructs a model of identity formation among Metaverse user entrepreneurs.

The findings of this paper are as follows: First, the fusion of virtual and real elements in the Metaverse and the synergy of imagination among Metaverse user entrepreneurs (ordinary user identity) contribute to the formation of their advanced user identity in the Metaverse. Second, the technology integration of imagination and the continuous learning power of Metaverse user entrepreneurs (leading user identity) jointly promote the formation of Metaverse user innovator identity. Third, the economic sustainability of the Metaverse and the entrepreneurial passion of Metaverse user entrepreneurs (user innovator identity) jointly promote the formation of the Metaverse user entrepreneur identity.

The contributions of this paper are as follows: First, it bridges the relatively independent research fields of the Metaverse and user entrepreneurship, and explores the identity formation process of Metaverse user entrepreneurs, which expands the existing research field of user entrepreneurship and promotes the related research of Metaverse entrepreneurship. Second, it reveals the identity formation process of Metaverse user entrepreneurs from a holistic and systematic perspective, which provides important insights and inspiration for the subsequent research on entrepreneur identity construction in specific contexts. Third, by revealing the entrepreneurial process of Metaverse users from the perspective of identity construction, it not only enriches the theoretical research on user entrepreneurship, but also expands the interpretation and application of identity construction theory in the field of entrepreneurship.