Journal of Metaverse,
Год журнала:
2025,
Номер
5(1), С. 51 - 63
Опубликована: Март 12, 2025
The
Metaverse
is
significantly
transforming
e-commerce
by
providing
immersive
and
interactive
virtual
shopping
environments.
This
study
explores
the
qualitative
aspects
user
interactions
that
shape
customer
experiences
on
platforms.
research
uses
Fuzzy
DEMATEL
(FDEMATEL)
technique
to
identify
prioritize
11
key
factors
influencing
digital
experiences,
derived
from
literature
expert
opinions.
FDEMATEL
approach
effectively
examines
causal
relationships
among
these
factors,
reducing
bias
associated
with
imprecise
human
judgments.
reveals
flow,
immersion,
ease
of
use
are
prominent
while
informativeness,
media
richness,
risk
critical
cause
for
successful
retail
These
findings
offer
valuable
insights
managers
platform
developers
enhance
experiences.
uniquely
identifies
analyzes
success
a
comprehensive
understanding
can
drive
Objective
WeChat
serves
as
a
crucial
source
of
health
information,
distinguished
by
its
highly
personalized
nature.
Avoidance
such
information
has
direct
impact
on
individuals’
decision-making.
This
study
aims
to
identify
the
factors
influencing
avoidance
and
construct
hierarchical
framework
illustrating
relationships
among
these
factors.
Methods
A
hybrid
method
was
utilized.
Semi-structured
interviews
grounded
theory
were
used
The
interpretive
structural
modeling
(ISM)
adopted
develop
model
identified
factors,
followed
matrice
d'impacts
croises-multiplication
appliqué
un
classemen
(MICMAC)
analyze
dependence
driving
power
each
factor.
Results
20
predictors
broadly
categorized
into
three
groups:
personal,
informational,
social
These
collectively
form
three-tier
explanatory
framework,
consisting
top,
middle
bottom
layers.
At
root
layer,
characteristics
cognition
exerted
strong
force,
while
negative
emotions
affective
at
top
layer
showed
high
degree
dependence.
In
contrast,
decision-making
cognition,
informational
in
exhibited
relatively
weaker
force
power.
Conclusion
bridged
research
gap
providing
new
insights
targeting
behavior
WeChat.
It
also
contributed
enhancing
personal
management
services
provided
Journal of Consumer Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 21, 2025
Purpose
AI-powered
digital
human
avatar
influencer
(DHAI)
is
a
digitally
created
character
with
human-like
appearance
and
noteworthy
social
media
presence.
They
mimic
behavior
through
form,
emotional
realism.
However,
there
have
been
varied
viewpoints
in
the
literature
about
effect
of
DHAI
realism
on
consumer
response.
Therefore,
this
study
aims
to
examine
behavioral
engagement
parasocial
relationships
that
further
affect
attachment
toward
brand,
moderating
content
authenticity.
Design/methodology/approach
Using
cross-sectional
design,
426
respondents
India
were
asked
visit
Instagram
page
specific
identified
pretest
study.
The
authors
used
Smart
PLS
4.0
version
hypotheses.
Findings
Accordingly,
based
presence
theory,
findings
quantitative
indicated
DHAI’s
positively
influence
customers’
DHAI,
but
only
relationship.
Further,
perceived
authenticity
moderates
relationship
sentimental
attachment.
Originality/value
This
provides
novel
practical
insights
for
developing
by
considering
characteristics
enhanced
customer
engagement,
brands.
Journal of Metaverse,
Год журнала:
2025,
Номер
5(1), С. 51 - 63
Опубликована: Март 12, 2025
The
Metaverse
is
significantly
transforming
e-commerce
by
providing
immersive
and
interactive
virtual
shopping
environments.
This
study
explores
the
qualitative
aspects
user
interactions
that
shape
customer
experiences
on
platforms.
research
uses
Fuzzy
DEMATEL
(FDEMATEL)
technique
to
identify
prioritize
11
key
factors
influencing
digital
experiences,
derived
from
literature
expert
opinions.
FDEMATEL
approach
effectively
examines
causal
relationships
among
these
factors,
reducing
bias
associated
with
imprecise
human
judgments.
reveals
flow,
immersion,
ease
of
use
are
prominent
while
informativeness,
media
richness,
risk
critical
cause
for
successful
retail
These
findings
offer
valuable
insights
managers
platform
developers
enhance
experiences.
uniquely
identifies
analyzes
success
a
comprehensive
understanding
can
drive
