Work

The Metaverse Marketplace

Year: 2025

Type: article

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.

Source: Journal of Global Information Management

DOI: 10.4018/jgim.389247

Authors: Brijesh Sivathanu, Ilse Struweg, Rajasshrie Pillai, Marijn Janssen, Nripendra P. Rana

Institutions: Christ University, University of Johannesburg, Chandragupt Institute of Management, Delft University of Technology, Queen's University Belfast, Imam Mohammad ibn Saud Islamic University, Jaipuria Institute of Management

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414535213

FWCI: 1.04

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Cited by: 1

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