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Is Metaverse Intended for Purchasing? An Empirical Investigation

Yıl 2024, Cilt: 4 Sayı: 2, 94 - 104

Öz

The metaverse, a digitally accessed immersive virtual environment, has the capacity to transform online retail by providing consumers with distinctive product experiences. This study examines how consumers behave when using metaverse platforms for purchasing. It specifically looks at how trust and perceived enjoyment play a part in influencing their desire to make a purchase. A quantitative methodology was utilized, with a total of 483 undergraduate students taking part in an experiment that entailed engaging with a metaverse retail platform called Decentraland, as well as completing a questionnaire that they administered to themselves. The results of the structural equation modelling analysis showed that the consumer's attitude towards the metaverse platform had a substantial positive effect on trust (β = 0.53) and perceived enjoyment (β = 0.39). These factors, in turn, had a favorable impact on purchase intention (β = 0.42 and β = 0.62, respectively). Furthermore, it was discovered that trust (with an indirect effect of 0.223) and perceived enjoyment (with an indirect effect of 0.241) play a major role in mediating the connection between customer attitude and purchase intention. The results enhance our comprehension of consumer behavior within the metaverse framework, highlighting the significance of cultivating trust and enjoyment to stimulate positive purchase intentions. The paper examines the consequences of the study for both theoretical and managerial perspectives. It emphasizes the importance for creators of metaverse platforms and brands to prioritize methods that build trust and boost the perceived satisfaction of users through immersive, interactive, and engaging virtual experiences. Proposed future study directions aim to overcome restrictions and broaden the scope of investigation as the metaverse continues to develop.

Kaynakça

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  • Petrosyan, A. (2022, July). Estimated metaverse use case among consumers and businesses worldwide in 2026. Retrieved January 15, 2024, from https://www.statista.com/statistics/1290160/projected-metaverse-use-reach-global-consumers-businesses/#:~:text=Projected%20metaverse%20reach%20among%20global%20consumers%20and%20businesses%202026&text=In%202026%2C%20it%20is%20estimatededucation%2C%20social%20interaction%20or%20entertainment
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  • Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing Research for Application. Journal of Consumer Research, 8(2), 197. https://doi.org/10.1086/208856
  • Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
  • Shen, B., Tan, W., Guo, J., Zhao, L., & Qin, P. (2021). How to Promote User Purchase in Metaverse? A Systematic Literature Review on Consumer Behavior Research and Virtual Commerce Application Design. Applied Sciences, 11(23), 11087. https://doi.org/10.3390/app112311087
  • Zhang, B. (2018). Augmented reality virtual glasses try-on technology based on iOS platform. EURASIP Journal on Image and Video Processing, 2018(1). https://doi.org/10.1186/s13640-018-0373-8
  • Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560. https://doi.org/10.1016/j.jbusres.2018.10.050
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  • Hervás-Gómez, C., Toledo-Morales, P., & Díaz-Noguera, M. D. (2017). Augmented Reality Applications Attitude Scale (ARAAS): Diagnosing the Attitudes of Future Teachers. The New Educational Review, 50(4), 215–226. https://doi.org/10.15804/tner.2017.50.4.17
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  • Escandon-Barbosa, D., Salas-Paramo, J., & Castrillon Paque, V. (2023). The Moderating Effect of the Use of Virtual Reality Technologies in the Branding of the Cultural Tourism Sector: An Analysis from the Brand Heritage. Journal of Promotion Management, 30(4), 533–551. https://doi.org/10.1080/10496491.2023.2289932
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  • Langaro, D., Oliveira, P., & Correia Loureiro, S. M. (2022). Exploring a New Form of Interaction in the Match Day: Virtual Reality Technologies among Fans of Soccer. Journal of Promotion Management, 28(6), 729–748. https://doi.org/10.1080/10496491.2021.2015517
  • Nawres, D., Nedra, B.-A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368. https://doi.org/10.1016/j.jbusres.2023.114368
  • Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits. Management Science, 64(4), 1629–1651. https://doi.org/10.1287/mnsc.2016.2684
  • Recalde, D., Jai, T. C., & Jones, R. P. (2024). I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products. Journal of Retailing and Consumer Services, 78, 103764. https://doi.org/10.1016/j.jretconser.2024.103764
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Yıl 2024, Cilt: 4 Sayı: 2, 94 - 104

Öz

Kaynakça

  • Elboudali, A., Aoussat, A., Mantelet, F., Bethomier, J., & Leray, F. (2020). A customised virtual reality shopping experience framework based on consumer behaviour: 3DR3CO. International Journal on Interactive Design and Manufacturing (IJIDeM), 14(2), 551–563. https://doi.org/10.1007/s12008-020-00645-0
  • Petrosyan, A. (2022, July). Estimated metaverse use case among consumers and businesses worldwide in 2026. Retrieved January 15, 2024, from https://www.statista.com/statistics/1290160/projected-metaverse-use-reach-global-consumers-businesses/#:~:text=Projected%20metaverse%20reach%20among%20global%20consumers%20and%20businesses%202026&text=In%202026%2C%20it%20is%20estimatededucation%2C%20social%20interaction%20or%20entertainment
  • Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In J. Kuhl & J. Beckmann (Eds.), Action Control (pp. 11–39). Springer. https://doi.org/10.1007/978-3-642-69746-3_2
  • Guidi, B., & Michienzi, A. (2023, September). The social impact of NFTs in the metaverse economy. In Proceedings of the 2023 ACM Conference on Information Technology for Social Good. ACM. https://doi.org/10.1145/3582515.3609564
  • Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing Research for Application. Journal of Consumer Research, 8(2), 197. https://doi.org/10.1086/208856
  • Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
  • Shen, B., Tan, W., Guo, J., Zhao, L., & Qin, P. (2021). How to Promote User Purchase in Metaverse? A Systematic Literature Review on Consumer Behavior Research and Virtual Commerce Application Design. Applied Sciences, 11(23), 11087. https://doi.org/10.3390/app112311087
  • Zhang, B. (2018). Augmented reality virtual glasses try-on technology based on iOS platform. EURASIP Journal on Image and Video Processing, 2018(1). https://doi.org/10.1186/s13640-018-0373-8
  • Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560. https://doi.org/10.1016/j.jbusres.2018.10.050
  • Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
  • Hervás-Gómez, C., Toledo-Morales, P., & Díaz-Noguera, M. D. (2017). Augmented Reality Applications Attitude Scale (ARAAS): Diagnosing the Attitudes of Future Teachers. The New Educational Review, 50(4), 215–226. https://doi.org/10.15804/tner.2017.50.4.17
  • Taylor, C. R. (2022). Research on advertising in the metaverse: a call to action. International Journal of Advertising, 41(3), 383–384. https://doi.org/10.1080/02650487.2022.2058786
  • Lee, C. T., Ho, T.-Y., & Xie, H.-H. (2023). Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs). Electronic Commerce Research and Applications, 58, 101248. https://doi.org/10.1016/j.elerap.2023.101248
  • Chen, C.-C., & Yao, J.-Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249–1262. https://doi.org/10.1016/j.tele.2018.02.007
  • Escandon-Barbosa, D., Salas-Paramo, J., & Castrillon Paque, V. (2023). The Moderating Effect of the Use of Virtual Reality Technologies in the Branding of the Cultural Tourism Sector: An Analysis from the Brand Heritage. Journal of Promotion Management, 30(4), 533–551. https://doi.org/10.1080/10496491.2023.2289932
  • Morrison, D. G. (1979). Purchase Intentions and Purchase Behavior. Journal of Marketing, 43(2), 65. https://doi.org/10.2307/1250742
  • Langaro, D., Oliveira, P., & Correia Loureiro, S. M. (2022). Exploring a New Form of Interaction in the Match Day: Virtual Reality Technologies among Fans of Soccer. Journal of Promotion Management, 28(6), 729–748. https://doi.org/10.1080/10496491.2021.2015517
  • Nawres, D., Nedra, B.-A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368. https://doi.org/10.1016/j.jbusres.2023.114368
  • Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits. Management Science, 64(4), 1629–1651. https://doi.org/10.1287/mnsc.2016.2684
  • Recalde, D., Jai, T. C., & Jones, R. P. (2024). I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products. Journal of Retailing and Consumer Services, 78, 103764. https://doi.org/10.1016/j.jretconser.2024.103764
  • Sung, E. (Christine), Han, D. D., & Choi, Y. K. (2021). Augmented reality advertising via a mobile app. Psychology & Marketing, 39(3), 543–558. https://doi.org/10.1002/mar.21632
  • Aragão, E., & Aguiar-Costa, L. M. (2023). Realidade aumentada e varejo inteligente: um estudo sobre a percepção do usuário. ReMark - Revista Brasileira de Marketing, 22(4), 1819–1875. https://doi.org/10.5585/remark.v22i4.23958
  • Kardes, F. R. (2011). Consumer Behavior. Retrieved from http://books.google.ie/books?id=0T65zQEACAAJ&dq=Consumer+Behavior:+Science+and+Practice&hl=&cd=1&source=gbs_api
  • Serravalle, F., Vanheems, R., & Viassone, M. (2023). Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses. Journal of Retailing and Consumer Services, 72, 103279. https://doi.org/10.1016/j.jretconser.2023.103279
  • Gabriel, A. D., Ajriya, C. Z. N., Fahmi, P. W., & Handayani, P. W. (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business & Management, 10(2). https://doi.org/10.1080/23311975.2023.2208716
  • Park, H., & Kim, S. (2021). Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals. Clothing and Textiles Research Journal, 41(2), 91–106. https://doi.org/10.1177/0887302x21994287
  • Nguyen, H. T. T. (2022). Determinants of students’ perceived enjoyment towards online learning. The International Journal of Information and Learning Technology, 39(4), 315–326. https://doi.org/10.1108/ijilt-02-2022-0048
  • Javornik, A. (2016). “It’s an illusion, but it looks real!” Consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987–1011. https://doi.org/10.1080/0267257x.2016.1174726
  • Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
  • Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with Friends and Teens’ Susceptibility to Peer Influence. Journal of Retailing, 80(2), 101–116. https://doi.org/10.1016/j.jretai.2004.04.005
  • Hohenstein, N., Ho, K. T. F., & Velthuis, P. (2023). The impact of augmented reality on the online shopping experience: A systematic literature review. International Journal of Retail & Distribution Management, 51(7), 881–898. https://doi.org/10.1108/ijrdm-11-2021-0556
  • Khan, I., & Kour, P. (2023). Augmented Reality in Online Shopping: Effects on Consumer Engagement and Purchase Intention. International Journal of Retail & Distribution Management, 51(5), 611–632. https://doi.org/10.1108/ijrdm-07-2022-0276
  • Tandon, U., Kiran, R., & Sah, A. N. (2021). Role of perceived benefits in forming attitude towards social commerce. The International Journal of Information and Learning Technology, 39(2), 113–130. https://doi.org/10.1108/ijilt-09-2021-0070
  • Adnan, M., & Munir, K. (2022). The Role of Augmented Reality in Enhancing Consumer Purchase Intentions: A Meta-Analysis. Journal of Business Research, 138, 52–62. https://doi.org/10.1016/j.jbusres.2021.08.014
  • Alimen, N., & Bayraktaroglu, G. (2023). Digital consumer behavior: Examining the role of augmented reality in online shopping. Journal of Retailing and Consumer Services, 78, 103683. https://doi.org/10.1016/j.jretconser.2024.103683
  • Hamouda, M., & Alqadri, H. (2023). The impact of augmented reality on online consumers’ experience: A conceptual framework. Journal of Retailing and Consumer Services, 71, 103255. https://doi.org/10.1016/j.jretconser.2023.103255
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Ehsani, M., & Ehsani, M. (2018). Augmented reality in marketing: A review of research and applications. Journal of Research in Interactive Marketing, 12(1), 83–110. https://doi.org/10.1108/jrim-05-2017-0036
  • Hossain, M. A., & Khan, M. S. (2023). Augmented Reality in E-commerce: A Literature Review and Research Agenda. Information Systems Frontiers, 25(1), 165–183. https://doi.org/10.1007/s10796-022-10258-7
  • Poushneh, A. (2018). Augmented Reality in Retail: A Trade-off Between User Experience and Privacy. Journal of Retailing and Consumer Services, 43, 133–140. https://doi.org/10.1016/j.jretconser.2018.03.006
  • Wang, X., & Tsai, S.-B. (2021). The impact of augmented reality on online consumer behavior. Computers in Human Behavior, 115, 106584. https://doi.org/10.1016/j.chb.2020.106584
  • Han, J. H., & Moon, H. J. (2022). Effects of Augmented Reality on Consumer Perception and Attitudes: A Meta-Analysis. Journal of Interactive Marketing, 57, 61–75. https://doi.org/10.1016/j.intmar.2022.07.003
  • Javornik, A., Mandelli, A., & Canavilhas, J. (2021). Augmented reality marketing: Opportunities and challenges. Journal of Business Research, 132, 62–71. https://doi.org/10.1016/j.jbusres.2021.02.043
  • Ma, L., & Chou, C. H. (2022). Examining the Effect of Augmented Reality on Consumer Experience in E-commerce: A Conceptual Framework. Journal of Retailing and Consumer Services, 62, 102660. https://doi.org/10.1016/j.jretconser.2021.102660
  • Merchant, Z., Goetz, E. T., Cifuentes, L., Keeney-Kennicutt, W., & Davis, T. J. (2014). Effectiveness of virtual reality-based instruction on students’ learning outcomes in K-12 and higher education: A meta-analysis. Computers & Education, 70, 29–40. https://doi.org/10.1016/j.compedu.2013.07.033
  • Morgeson, F. V., & Petrescu, M. (2011). Consumer behavior in a digital environment: Impacts of digital technologies on consumers. Journal of Interactive Marketing, 25(2), 67–74. https://doi.org/10.1016/j.intmar.2010.10.001
  • Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible Impact of Augmented Reality on Retail Customer Experience. Journal of Retailing and Consumer Services, 34, 229–234. https://doi.org/10.1016/j.jretconser.2016.10.005
  • Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, 30(4), 865. https://doi.org/10.2307/25148755
  • Huh, H. W., & Kim, T. Y. (2021). The impact of augmented reality technology on consumer attitudes and purchase intentions in fashion e-commerce. Journal of Fashion Marketing and Management: An International Journal, 25(2), 238–254. https://doi.org/10.1108/jfmm-08-2020-0155
  • Zeng, Q., He, Y., & Sha, H. (2021). Impact of augmented reality technology on online shopping behavior. Journal of Retailing and Consumer Services, 61, 102568. https://doi.org/10.1016/j.jretconser.2020.102568
  • Lu, X., & Smith, S. S. (2021). Augmented reality and consumer behavior: A meta-analytic review. Journal of Business Research, 133, 209–222. https://doi.org/10.1016/j.jbusres.2021.04.042
  • Martínez-Navarro, G., & Bigné, E. (2017). The impact of augmented reality in consumer-brand relationship and purchase intention. Journal of Retailing and Consumer Services, 34, 237–242. https://doi.org/10.1016/j.jretconser.2016.10.005
  • Rauschnabel, P. A., & Ro, Y. K. (2016). Augmented reality smart glasses: An investigation of technology acceptance drivers. International Journal of Technology Marketing, 11(2), 123–148. https://doi.org/10.1504/ijtmkt.2016.075690
  • Smink, A. R., Frowijn, L., Van Reijmersdal, E. A., Van Noort, G., & Neijens, P. C. (2020). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure? Electronic Commerce Research and Applications, 35, 100854. https://doi.org/10.1016/j.elerap.2019.100854
  • Schweitzer, F. M., & Van den Hende, E. A. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of Retailing and Consumer Services, 38, 83–93. https://doi.org/10.1016/j.jretconser.2017.05.011
  • Song, M. J., & Yang, C. H. (2022). The effect of augmented reality on consumer behavior: A comparative analysis of AR and non-AR environments. Asia Pacific Journal of Marketing and Logistics, 34(3), 598–621. https://doi.org/10.1108/apjml-05-2020-0320
  • Suh, A., & Prophet, J. (2018). The role of technology in digital marketing: A perspective on augmented reality and virtual reality. Journal of Business Research, 100, 187–191. https://doi.org/10.1016/j.jbusres.2018.10.050
  • Chung, N., Han, H., & Koo, C. (2015). Adoption of travel information in social media: The moderating effect of social presence. Behavior & Information Technology, 34(9), 905–919. https://doi.org/10.1080/0144929x.2015.1039060
  • Tan, G. W. H., Ooi, K. B., & Goh, Y. N. (2019). The role of mobile applications in consumer behavior: An empirical analysis. Journal of Computer Information Systems, 59(1), 1–9. https://doi.org/10.1080/08874417.2017.1381865
  • Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
  • Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45–59. https://doi.org/10.1002/dir.20113
  • Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. Journal of Retailing and Consumer Services, 42, 169–182. https://doi.org/10.1016/j.jretconser.2018.12.019
  • Huang, T. L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: The moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269–295. https://doi.org/10.1007/s10660-015-9176-4
  • Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001
  • Jiang, Y., & Benbasat, I. (2004). Virtual product experience: Effects of visual and functional control of products on perceived diagnosticity and flow in electronic shopping. Journal of Management Information Systems, 21(3), 111–147. https://doi.org/10.1080/07421222.2004.11045815
  • Lai, P. (2017). The literature review of technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(1), 21–38. https://doi.org/10.4301/s1807-17752017000100002
  • Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008
Toplam 67 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama (Diğer)
Bölüm Research Articles
Yazarlar

Nepoleon Prabakaran 0000-0003-3398-5136

Harold Andrew Patrick Bu kişi benim 0000-0003-3295-5816

Erken Görünüm Tarihi 24 Temmuz 2024
Yayımlanma Tarihi
Gönderilme Tarihi 16 Mayıs 2024
Kabul Tarihi 8 Temmuz 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 4 Sayı: 2

Kaynak Göster

APA Prabakaran, N., & Patrick, H. A. (2024). Is Metaverse Intended for Purchasing? An Empirical Investigation. Journal of Metaverse, 4(2), 94-104.

Journal of Metaverse
is indexed and abstracted by
Scopus and DOAJ

Publisher
Izmir Academy Association
www.izmirakademi.org