The Metaverse Marketplace: Exploring the Drivers of Consumer Purchase Behavior in Metaverse

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.