Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: unknown

Published: Dec. 16, 2024

The metaverse is a lasting 3D virtual and immersive environment where users interact across various devices (Evans, Frith, Saker 2022; Mystakidis 2022). Key elements include user-generated content, digital economy, NFTs, identities, human interface technology, self-contained system (Abbate et al. Ahn, Kim, Kim Choudhary Duan Dwivedi 2023). It gained traction with Neal Stephenson's "Snow Crash" (1992) platforms such as Second Life Minecraft. excitement grew Oculus Rift's launch Facebook's acquisition in 2014, games Fortnite were further propelled (Terry Keeney rise of blockchain NFTs reshaped economic frameworks, the pandemic accelerated shift to online interaction, leading rebranding Meta 2021 (Freeman By 2023, discussions on user agency ethical implications continue companies strive create cohesive universe for work leisure (e.g., Uddin 2024). transforming consumer–brand interactions Arya 2024), businesses projected generate $1 trillion by 2025 (Accenture Significant Meta, Microsoft, Google invest heavily, while Roblox showcase community engagement. Citibank estimates that global market could reach trillions 2030 (Sahiner Immersion experiences social ties are meaningful younger consumers, primarily Gen Z millennials. To foster customer loyalty, should prioritize fashion, gaming, community-focused experiences. Trust increased using marketing techniques (such events customized loyalty programs). A multiplatform approach ensures messaging, brands entering this must focus innovation, personalization, cultural sensitivity adapt changing consumer behaviors Sharma Kushwah Technological advancements shifts impact behavior metaverse, marketers engage customers through Gao, Chong, Bao For generations value interaction authenticity, engagement, escapism, self-expression, entertainment crucial motivators (see example Gucci's limited-edition shop products) regarding how firms may cultivate client experiential strategies gamification Kalender Guzmán They wish abandon traditional methods favor tailored approaches use characters real-time (Sorosrungruang, Ameen, Hackley Although these technologies deepen emotional connections, VR AR raise privacy concerns Egliston, Carter, Clark Future studies examine sustained involvement affects sphere developing technology them (Koohang In future studies, we understand long-term impacts shopper engagement brand perception within metaverse. Researchers will analyze shape practices experiences, influencing behaviors, preferences new landscape Lim gain insights into frontier, scholars researchers evolving Sattarapu articles Special Issue (as presented following section) offer valuable perspectives evolution thriving title captures complex nature behavior, strategies, particularly its different segments, notably Generation Z. collectively address (1) critical dimensions (2) factors adoption (3) role avatars, (4) quality perceptions products, (5) psychological ownership, (6) interactions, (7) intersection sustainability landscape. We organize main topics five themes: experience, adoption, perspectives. first group covers insights, especially Z; avatars; Fintech. second focuses metrics assessing experiences; product affect physical purchases; ownership linked avatars engagement; identity formation co-creation. third category includes exploring intentions behind adopting applications barriers enablers. fourth addressing challenges advocating sustainable practices. last discussing trends behavior. above broad categories emphasize sustainability, Below, present groups, logical flow from foundational concepts practical applications, each section appears build previous one. article "Consumer metaverse" Jaspreet Kaur, Emmanuel Mogaji, Manisha Paliwal, Suchita Jha, Shailja Agarwal, Stephen Alaba provides understanding focusing would serve strong opening define scope issue. growing interest metaverse's potential significant. This study addresses gaps Z's employing deductive thematic analysis qualitative data 63 semistructured interviews, Engel–Kollat–Blackwell (EKB) model framework. findings align EKB model's stages. Despite initial challenges, participants eager encourage others join, offering opportunities consumers space. offers managers, tech developers, policymakers aiming boost involvement. their "The experience: scale development study," Michela Mingione, Giovanni Mattia, Margherita Materia, Giuseppe Pedeliento, discussion detailing measure which interactions. Understanding experience (MEX) leverage meet expectations; authors develop identify MEX explore ones enhance consumers' attitudes toward factor encourages exploratory Based multistage research design quantitative analysis, identifies six MEX: sensory/affective, intellectual, behavioral, relational, interoperability, safety. finds relational nonsignificant, influenced sensory/emotional, safety dimensions, directly attitudes. contributes discourse providing tested reliable measuring MEX. "Consumers' intention applications: An exploration fsQCA approach" Jingbo Yuan, Sayed Kifayat Shah, Zhiqi Li discusses help ground configurations influence rapidly enabling environment. essential. article, therefore, examines functional (ease use, privacy), (interactivity, presence), personality (locus control, openness experience) combine (M-apps). Using fuzzy-set comparative analyzes responses 372 Chinese M-app users, identifying four distinct explain adoption. contribute scholarly M-apps, aiding customizing functionality needs. adoption: behavioral reasoning perspective text-mining approach," Anuja Shukla, Anubhav Mishra, Nripendra P. Rana, Sohom Banerjee complement enablers market's future. considered major technological but acceptance remains uncertain. Initial optimism has waned, mixed business sentiments indicate need deeper limited success. utilizes netnography 751 employs structural topic modeling sentiment analysis. Critical flexibility, centricity, retail, regulatory issues, usage financial investment concerns, skepticism. Social adventure also support under subjective norms. adds literature potential. metaverse: liquid utopia journey TRAM model" Dina Bassiouni Hakim Meshreki synthesizes builds articles. adopts utopian analytical lens adapting (TAM) readiness index (TRI) Unlike most adopt investigate among country. show traction, provide an enjoyable predictors perceived enjoyment, skepticism acts barrier. highlight interplay between TAM TRI, shedding light cognitive affective dynamics transformative technology. "Exploring avatar selves Consumer co-creation experiences" Amrita Chakraborty, Varsha Jain, Russell Belk adding depth personal aspect co-create identities constructionism narrative theory. reveals two-way exchange, guided (informative), conative (presence), (entertainment) factors. process leads altered self, affecting users' platform. significantly self "Creating metaverse-me: Exploring creation process," Alex Taylor, Margurite Hook, Tanya Carlyle, Jamie Carlson complexities Challenges hinder creation, explores reluctance representations). framework process, consolidation, exploration, affirmation, aspiration. reveal extend real-world These consumer-centric studying consumption environments. "MV-QUAL: tool decisions purchase products Fabienne Cadet, John Gironda, Bay O'Leary, Maria Petrescu nicely decision-making processes, shopping. introduce (MV-Qual) scale, analyzing when purchasing theory SERVQUAL, they based 322 U.S. partial least squares equation SmartPLS neural network Neusrel, interesting, vital findings. Factors vividness, design, rarity, resale store intentions. Therefore, enhances practitioners improve experience. "Purchase spillovers real world: roles presence, trialability, experience," Shafayet Mansoor, Syed Mahmudur Rahman, Jana Lay-Hwa Bowden idea connecting realms. factors, presence positive can purchases contributing omnichannel retail conversation. distinguishes effects early versus return platforms. predict influential extension consumption. Managers encouraged creating engaging sustain drive benefit both customers. "Psychological Its key antecedents outcomes" Jinsu Park Hye-Young concept ownership. enriches attachment currency relationship. focused 252 Zepeto PLS-SEM. find intimate knowledge, self-enhance products. reward transfer influences buy related highlights link participation communities, features—Fantasy self-expansion," Namhee Yoon, Dooyoung Choi, Ha Kyung Lee communities transitioning affected fantasy stores, immerse themselves sensory-rich environments applying self-expansion mediate relationship survey 196 positively communities. Those who fully participate tend expand sense resulting more active Additionally, prior "Decoding millennials generation Metaverse: relationships identification, self-presence, dynamics" Mikyoung Hyun Jung Oh, Ji Hye Yumi furthers specific dynamics. identification closeness, strategy appropriateness. 312 aged 18–42 (millennials Z), wishful self-presence closeness than similarity identification. Emotional appropriateness perceptions, emphasizing relationships. hyper-connected shopping platforms: perspective," Zeling Zhong Manel Hamouda driving linking back strategies. attracting customers, retailing clear, needed determine it uses 262 highly networked buying results illustrate importance trust, immersion, demonstrating affordances self-efficacy. One important information area. "Metaverse metamorphosis: Fintech's catalyzing era behavior" Antora Dutta Saumya Singh unique angle Fintech boundaries worlds becoming increasingly hazy due rapid improvements door industry movement, revolutionize game decades. Fintech, specifically terms improving advertising psychology, identity, perception. Through sheds insight economy dynamics, eventually helps predictive models spot trends. "Sustainability meets conceptual metaverse," Kunjan Rajguru Philipp Brüggemann context burgeoning contemporary perspective. emergence connections With greater emphasis offline activities, about climate change have pressure governments, businesses, combines advancing emphasizes incorporating objectives outset, adjusting later be intricate demanding resources. All submitted works "A walk Marketing deeply appreciated Guest Editors George Spais, Yogesh K Dwivedi, Giampaolo Viglia, Carlson. thank all invited reviewers excellent review reports recommendations submissions, listed below (in alphabetical order), Zachary Anesbury, Janarthanan Balakrishnan, Bansal, Abhishek Behl, Chiara Casiraghi, Mohammad Noman Hossain Chowdhury, Myriam Ertz, Uğur Gündüz, Damini Goyal Gupta, Anand Jhawar, Elena Ji, Anuj Pal Kapoor, Dimple Kaul, Sumeet Sauel Kusi, Seung Hwan (Mark) Lee, Weng Marc Lim, Gajendra Liyanaarachchi, Laroum Manel, Ricardo Limongi, Luis Martinez, Priya Narayanan, Anh Phan, Petrescu, Naser Pourazad, Mohammed Shintaro Sato, Lydia María González Serrano, Kiran Shara, Kirti Sharma, Sigma Soni, Lara Stocchi, Riya Sureka, Przemysław Tomczyk, Junaid Ul Haq, Neha Yadav. compile recent empirical evidence, findings, domain. seeks clarify other technologies, expanding our several Phau, Jain 2024; Kumar, Vrontis, Pallonetto Li, Yao, Nan Further, aims knowledge phenomena, foundations, barriers, quality, gathering pertinent context. comprehensive overview including grounded theories models, theory, configuration complexity model, integrative self-presentation constructionism, TAM, TRI. frameworks explored sincerely Chief Steven D'Alessandro Jacqueline Eastman unwavering guidance. constructive feedback, greatly improved manuscripts. appreciate dedication encouragement. declare no conflicts interest. Data sharing not applicable created or analyzed study.

Language: Английский