| Title |
Exploring purchase intention in metaverse retailing: Insights from an automotive platform / |
| Authors |
Zhang, Haowei ; Lv, Yang ; Zhang, Justin Zuopeng ; Hollebeek, Linda Desiree ; Behl, Abhishek ; Urbonavičius, Sigitas |
| DOI |
10.1016/j.jretconser.2024.104144 |
| Full Text |
|
| Is Part of |
Journal of retailing and consumer services.. London : Elsevier Ltd.. 2024, vol. 82, art. no. 104144, p. [1-11].. ISSN 0969-6989. eISSN 1873-1384 |
| Keywords [eng] |
purchase intention ; metaverse retailing ; e-tailing ; social presence ; metaverse identification ; S-O-R theory |
| Abstract [eng] |
As an integration of cutting-edge digital technologies, the metaverse is set to revolutionize online retailing. This study employed a well-established metaverse automotive retailing platform in China to explore the paths influencing consumers’ purchase intention when shopping in the metaverse. We adopted structural equation modeling to analyze the data obtained from 348 respondents who were planning to shop for a new car in the metaverse in China. The findings showed that the perceived social presence of others positively influences consumers’ purchase intention, as mediated by their metaverse identification. Moreover, consumer stickiness and the accompaniment of friends were found to positively moderate the effect of perceived social presence on metaverse identification in metaverse retailing. Likewise, product type positively moderated the effect of metaverse identification on purchase intention. Specifically, when consumers intended to purchase environmentallyfriendly (vs. unfriendly) vehicles, a stronger positive impact of metaverse identification on purchase intention was observed. The results provide valuable insight for metaverse retailers. |
| Published |
London : Elsevier Ltd |
| Type |
Journal article |
| Language |
English |
| Publication date |
2024 |
| CC license |
|
