Metaverse’de Tüketici Davranışı: Sistematik Bir Derleme

Year 2024, Volume: 5 Issue: 2, 224 - 236, 23.12.2024

Zeynep Sevgi Balık

https://doi.org/10.56400/tarsusiibfdergisi.1581788

Abstract

Metaverse platformlarında tüketici davranışları konusu gittikçe önem kazanan bir konu olmuştur. Tüketicilerin için sanal ürün satın alma ya da Metaverse aracılığı ile gerçek ürünler satın almalarının nedenlerini incelemek amaçlanmıştır. Bu amaçla veri tabanları taranmış ve PRISMA 2020 protokolü izlenerek yapılan eleme sonucunda 31 makale incelenmiştir. Araştırma sonucunda en çok incelenen değişkenlerin değer ve benlik konsepti olduğu gözlemlenmiştir. Avatarlarını kendi uzantıları olarak gören tüketiciler avatarlarına item (nesne) satın alma noktasında daha olumlu eğilim göstermekte ve ayrıca hissedilen telepresence (farklı bir yerde olma hissi) ne kadar iyiyse o derece Metaverse aracılığı ile ürün satın alma eğilimleri de pozitif yönde etkilenmektedir.

Keywords

Tüketici Davranışı, Metaverse, Satın Alma Niyeti, PRISMA 2020

CONSUMER BEHAVIOUR IN THE METAVERSE: A SYSTEMATIC REVIEW

Abstract

Consumer behaviour on Metaverse platforms has become an increasingly important topic. This study aims to examine the reasons why consumers purchase virtual products or real products through the Metaverse. For this purpose, Web of Science and Scopus databases were scanned, and 31 articles were examined according to elimination process following the PRISMA 2020 protocol. As a result of the research, it was observed that the most examined variables were value and self-concept. One common finding across the articles is that consumers who view their avatars as extensions of themselves are more likely to purchase items for their avatars.

Keywords

Consumer Behavior, Metaverse, Purchase Intention, PRISMA 2020.

References

• Ahn, S., Jin, B. E., & Seo, H. (2024). Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation. Journal of Business Research, 175, 114557. Doi: https://doi.org/10.1016/j.jbusres.2024.114557
• Alshurideh, M., Kurdi, B., Al-Gasaymeh, A., Abuhashesh, M., Jdaitawi, A., Alzoubi, H., ... & Alquqa, E. (2024). How Metaverse can enhance customer awareness, interest, engagement and experience: A practical study. International Journal of Data and Network Science, 8(3), 1907-1914.Doi: 0.5267/j.ijdns.2024.1.022
• Aris, S., Sarfi, T., Akhavan, M., & Sabbar, S. (2023). Motivations for consuming avatar-specific virtual items on the Zepeto Gaming Platform. Cadernos de Educação Tecnologia e Sociedade, 16(4), 1248-1258. https://doi.org/10.14571/brajets.v16.n4.1248-1258
• Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2024). Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world. Journal of Consumer Behaviour, 23(2), 556-585. https://doi.org/10.1002/cb.2214
• Attaoui, M., & Gaber, H. (2024). Online customer engagement: a systematic literature review using prisma protocol. Valley International Journal Digital Library, 6488-6515. Doi: 10.18535/ijsrm/v12i05.em18
• Balakrishnan, J., Das, R., Alalwan, A. A., Raman, R., & Dwivedi, Y. K. (2024). Informative and peripheral Metaverse: Which leads to experience? An investigation from the viewpoint of self-concept. Computers in Human Behaviour, 156, 108223. Doi: https://doi.org/10.1016/j.chb.2024.108223
• Barta, S., Gurrea, R., & Flavián, C. (2023). Telepresence in live-stream shopping: An experimental study comparing Instagram and the Metaverse. Electronic Markets, 33(1), 29. Doi: https://doi.org/10.1007/s12525-023-00643-6
• Batat, W. (2024). Phygital customer experience in the Metaverse: A study of consumer sensory perception of sight, touch, sound, scent, and taste. Journal of Retailing and Consumer Services, 78, 103786. Doi: https://doi.org/10.1016/j.jretconser.2024.103786
• Caboni, F., Basile, V., Kumar, H., & Agarwal, D. (2024). A holistic framework for consumer usage modes of augmented reality marketing in retailing. Journal of Retailing and Consumer Services, 80, 103924. Doi: https://doi.org/10.1016/j.jretconser.2024.103924
• Catherine, S., Kiruthiga, V., Suresh, N. V., & Gabriel, R. (2024). Effective Brand Building in Metaverse Platform: Consumer-Based Brand Equity in a Virtual World (CBBE). In Omnichannel Approach to Co-Creating Customer Experiences Through Metaverse Platforms (pp. 39-48). IGI Global. Doi: 10.4018/979-8-3693-1866-9.ch004
• Chakraborty, D., Polisetty, A., & Rana, N. P. (2024). Consumers' continuance intention towards Metaverse-based virtual stores: A multi-study perspective. Technological Forecasting and Social Change, 203, 123405. Doi: https://doi.org/10.1016/j.techfore.2024.123405
• Chen, J., Xi, N., Pohjonen, V., & Hamari, J. (2023). Paying attention in Metaverse: an experiment on spatial attention allocation in extended reality shopping. Information Technology & People, 36(8), 255-283 https://doi.org/10.1108/ITP-09-2021-0674
• Demirci, B., Özeltürkay, E. Y., & Gülmez, M. (2024). Metaverse users' purchase intention in second life. Journal of Metaverse, 4(1), 84-93. https://doi.org/10.57019/jmv.1423387
• Duc, D. T. V., Mai, L. T. V., Dang, T. Q., Le, T. T., & Nguyen, L. T. (2024). Unlocking impulsive buying behaviour in the Metaverse commerce: a combined analysis using PLS-SEM and ANN. Global Knowledge, Memory and Communication.Doi:10.1108/GKMC-05-2024-0266
• Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., ... & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International journal of information management, 66, 102542. Doi: https://doi.org/10.1016/j.ijinfomgt.2022.102542
• Frank, D. A., Dipalma, J., Steinmann, S., & Otterbring, T. (2024). How the presence of employee avatars affects metaverse shopping behaviour:“can i help you buy condoms?” virtual sales promotions in embarrassing shopping settings. Journal of Advertising Research, 64(3), 335-352. Doi: https://doi.org/10.2501/JAR-2024-017 Frank, D. A., Peschel, A. O., Otterbring, T., DiPalma, J., & Steinmann, S. (2024). Does metaverse fidelity matter? testing the impact of fidelity on consumer responses in virtual retail stores. The International Review of Retail, Distribution and Consumer Research, 34(2), 251-284. Doi: https://doi.org/10.1080/09593969.2024.2304810
• Fici, A., Bilucaglia, M., Casiraghi, C., Rossi, C., Chiarelli, S., Columbano, M., ... & Russo, V. (2024). From e-commerce to the metaverse: a neuroscientific analysis of digital consumer behaviour. Behavioural Sciences, 14(7), 596. Doi: https://doi.org/10.3390/bs14070596
• Gecas, V. (1982). The self-concept. Annual review of sociology, 8, 1-33. https://doi.org/10.1146/annurev.so.08.080182.000245
• Huang, T. L., & Chung, H. F. (2024). Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention. Journal of Research in Interactive Marketing, 18(1), 6-30. https://doi.org/10.1108/JRIM-07-2022-0213
• Jafar, R. M. S., Ahmad, W., & Sun, Y. (2023). Unfolding the impacts of Metaverse aspects on telepresence, product knowledge, and purchase intentions in the Metaverse stores. Technology in Society, 74, 102265. https://doi.org/10.1016/j.techsoc.2023.102265
• Jafar, R. M. S., Ahmad, W., & Chen, Y. (2024). Metaverse in human behaviour: The role of telepresence and flow experience on consumers’ shopping behaviour in the metaverse. SAGE Open, 14(2). https://doi.org/10.1177/21582440241261256
• Kim, D. Y., Lee, H. K., & Chung, K. (2023). Avatar-mediated experience in the Metaverse: The impact of avatar realism on user-avatar relationship. Journal of Retailing and Consumer Services, 73, 103382. https://doi.org/10.1016/j.jretconser.2023.103382
• Korbel, J. J., Riar, M., Pröhl, T., & Zarnekow, R. (2024). What drives user interest and purchase of virtual 3D assets? An empirical investigation of 3D model attributes and pricing dynamics. Electronic Commerce Research and Applications, 68, 101452. Doi: https://doi.org/10.1016/j.elerap.2024.101452
• Lee, E. J., & Jeon, J. (2022). Effect of experience of fashion brand Metaverse virtual reality store on perceived avatar identification, perceived fun, and consumer-brand self-congruity. The Journal of the Convergence on Culture Technology, 8(4), 387-395. https://doi.org/10.17703/JCCT.2022.8.4.387
• Nguyen, L. T., Dwivedi, Y. K., Tan, G. W. H., Aw, E. C. X., Lo, P. S., & Ooi, K. B. (2023). Unlocking pathways to mobile payment satisfaction and commitment. Journal of Computer Information Systems, 63(4), 998-1015. https://doi.org/10.1080/08874417.2022.2119444
• Nowak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modelling approach. Marketing science, 19(1), 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
• Nunkoo, R., Shukla, A., & Mishra, A. (2024). The role of temporal distance, conspicuous consumption, and multisensory interfaces on consumer judgments in Metaverse. Journal of Retailing and Consumer Services, 81, 104037. Doi: https://doi.org/10.1016/j.jretconser.2024.104037
• Oh, S., Kim, W. B., & Choo, H. J. (2023). The effect of avatar self-integration on consumers’ behavioural intention in the Metaverse. International Journal of Human–Computer Interaction, 1-14.Doi: https://doi.org/10.1080/10447318.2023.2279416
• Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). Updating guidance for reporting systematic reviews: development of the PRISMA 2020 statement. Journal of clinical epidemiology, 134, 103-112 https://doi.org/10.1016/j.jclinepi.2021.02.003
• Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase intention: the mediating role of the flow experience in Metaverse platforms. Asia Pacific Journal of Marketing and Logistics, 35(11), 2645-2665. https://doi.org/10.1108/APJML-11-2022-0945
• Pillai, R., Sivathanu, B., Rana, N. P., & Struweg, I. (2024). Assessing the determinants of metaverse adoption for e-commerce retailing. Journal of Computer Information Systems, 1-20.Doi: https://doi.org/10.1080/08874417.2024.2416452
• Pillai, R., Sivathanu, B., Rana, N. P., Preet, R., & Mishra, A. (2024). Factors influencing customers’ apparel shopping intention in Metaverse. Journal of Computer Information Systems, 1-16. https://doi.org/10.1080/08874417.2023.2280842
• Rice, R. E. (1993). Media appropriateness: Using social presence theory to compare traditional and new organizational media. Human communication research, 19(4), 451-484. https://doi.org/10.1111/j.1468-2958.1993.tb00309.x
• Saffari, F., Kakaria, S., Bigné, E., Bruni, L. E., Zarei, S., & Ramsøy, T. Z. (2023). Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket. Frontiers in Neuroscience, 17, 1062980. Doi: 10.3389/fnins.2023.1062980
• Slater, M., & Wilbur, S. (1997). A framework for immersive virtual environments (FIVE): Speculations on the role of presence in virtual environments. Presence: Teleoperators & Virtual Environments, 6(6), 603-616. https://doi.org/10.1162/pres.1997.6.6.603
• Um, H., Ko, E., Cho, M., & Do, B. (2024). Does luxury fashion shape consumers’ perception differently in the real world versus the metaverse? A comparative study on wearer evaluation. International Journal of Human–Computer Interaction, 1-16. https://doi.org/10.1080/10447318.2024.2407688
• Warden, C. A., Chen, J. F., & Yen, W. H. (2024). Metaverse servicescape: emotional response to virtual retail design. International Journal of Human–Computer Interaction, 1-14. https://doi.org/10.1080/10447318.2024.2322200
• Weinberger, M. (2022). What is Metaverse? —a definition based on qualitative meta-synthesis. Future Internet, 14(11), 310. https://doi.org/10.3390/fi14110310
• Wongkitrungrueng, A., & Suprawan, L. (2024). Metaverse meets branding: examining consumer responses to immersive brand experiences. International Journal of Human–Computer Interaction, 40(11), 2905-2924. https://doi.org/10.1080/10447318.2023.2175162
• Venturini, A., & Columbano, M. (2024). ‘Fashioning’ the Metaverse: A qualitative study on consumers’ value and perceptions of digital fashion in virtual worlds. Journal of Global Fashion Marketing, 15(1), 6-22. https://doi.org/10.1080/20932685.2023.2234918
• Yang, H. (2024). The genesis effect: Digital goods in the Metaverse. Journal of Consumer Research, 51(1), 129-139. https://doi.org/10.1093/jcr/ucad072
• Zhang, Y., Liu, C., & Lyu, Y. (2023). Examining consumers’ perceptions of and attitudes toward digital fashion in general and purchase intention of luxury brands’ digital fashion specifically. Journal of Theoretical and Applied Electronic Commerce Research, 18(4), 1971-1989. https://doi.org/10.3390/jtaer18040099
• Zhang, L., Anjum, M. A., & Wang, Y. (2024). The impact of trust-building mechanisms on purchase intention towards Metaverse shopping: The moderating role of age. International Journal of Human–Computer Interaction, 40(12), 3185-3203. https://doi.org/10.1080/10447318.2023.2184594