ItemArticle

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

Title
The Metaverse Marketplace: Exploring the Drivers of Consumer Purchase Behavior in Metaverse
Creator
Sivathanu, Brijesh; Struweg, Ilse; Pillai, Rajasshrie; Janssen, Marijn; Rana, Nripendra P.
Description
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. 2025 IGI Global. All rights reserved.
Source
Journal of Global Information Management;Volume;33;Issue;1;
Date
01-01-2025
Publisher
IGI Global
Subject
Consumer Buying Behavior; E-commerce; Metaverse; Perceived Serendipity; Personalization; Shopping Intention; Technology Readiness
Coverage
Sivathanu B., School of Business and Management, Christ University, Bangalore, India; Struweg I., Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, South Africa; Pillai R., Chandragupt Institute of Management, Patna, India; Janssen M., Delft University of Technology, Netherlands; Rana N.P., Queens Business School, Queens University Belfast, UK & Humanities and Social Sciences Research Center, Deanship of Scientific Research, Imam Mohammad Ibn Saud Islamic University, Riyadh, Saudi Arabia, Jaipuria Institute of Management, Lucknow, India, College of Business and Economics, University of Johannesburg, South Africa
Rights
All Open Access; Gold Open Access; Green Open Access
Relation
ISSN: 10627375;
Format
online
Language
English
Type
Article

Citation

Sivathanu, Brijesh; Struweg, Ilse; Pillai, Rajasshrie; Janssen, Marijn; Rana, Nripendra P., “The Metaverse Marketplace: Exploring the Drivers of Consumer Purchase Behavior in Metaverse,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23601.

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