The Metaverse Marketplace
Exploring the Drivers of Consumer Purchase Behavior in Metaverse
Brijesh Sivathanu (Christ University)
Ilse Struweg (University of Johannesburg)
Rajasshrie Pillai (Chandragupt Institute of Management)
M.F.W.H.A. Janssen (TU Delft - Information and Communication Technology)
Nripendra Rana (Queens University Belfast, Imam Mohammad Ibn Saud Islamic University, Jaipuria Institute of Management, Lucknow, University of Johannesburg)
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Abstract
This research explores factors influencing consumer intention to shop in Metaverse E-commerce, an area with limited existing research despite its potential for novel consumer experiences. A quantitative study involving 1,070 respondents used PLS-SEM to analyze a model based on technology readiness dimensions and Metaverse-specific variables. Key findings indicate that optimism and innovativeness are positively associated with consumer shopping intention in Metaverse E-commerce. Conversely, discomfort and insecurity show a negative association. Additionally, a sense of immersion, perceived interactivity, perceived personalization, perceived enjoyment, and perceived serendipity were found to significantly influence shopping intention within Metaverse E-commerce. This study enhances the academic literature on Metaverse shopping by integrating technology readiness dimensions and Metaverse-related constructs. The findings also offer practical insights for managers and marketers in developing effective Metaverse E-commerce strategies.
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