Journal of Research in Interactive Marketing,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 10, 2025
Purpose
Consumers
in
a
Metaverse
have
an
immersive
engagement
with
products
and
services.
This
study
aims
to
explore
the
multidimensional
features
of
that
influence
consumers’
usage
gratifications,
leading
their
purchase
behavior.
Design/methodology/approach
uses
gratifications
theory
examine
how
hedonic,
utilitarian
social
retail
Empirical
analysis
(
N
=
291)
using
structural
equation
modeling
via
SmartPLS
PLSpredict
validated
model’s
robustness
predictive
accuracy.
Findings
authenticity
virtuality
influenced
hedonic
gratifications;
autonomy
affected
gratification.
Hedonic
drove
purchases,
while
gratification
had
no
significant
effect.
Originality/value
applies
identify
Metaverse-specific
motivation
factors,
contributing
literature
aiding
practical
design
development
environments.
Verslas teorija ir praktika,
Год журнала:
2025,
Номер
26(1), С. 78 - 90
Опубликована: Март 12, 2025
This
study
aims
to
explore
how
hedonic
value
influences
obsessive-compulsive
buying
behavior
by
examining
the
mediating
roles
of
brand
attachment
and
customer-based
value.
The
research
addresses
inconsistencies
in
previous
studies
on
influence
market
integrating
as
key
factors.
literature
review
reveals
a
gap
understanding
role
these
variables
relationship
between
compulsive
buying.
Six
hypotheses
were
developed
tested
using
PLS-SEM
within
sample
246
customers
Central
Java,
Indonesia.
results
highlight
that
significantly
mediates
impact
attachment,
which
turn
enhances
Additionally,
finds
directly
contributes
increase
behavior.
findings
suggest
positive
customer
experience,
influenced
strong
identity,
is
crucial
fostering
subsequently
driving
purchasing.
provides
comprehensive
brand-related
factors
interact
consumer
EuroMed Journal of Business,
Год журнала:
2025,
Номер
unknown
Опубликована: Фев. 22, 2025
Purpose
This
study
aims
to
enhance
our
understanding
of
customer
expectations
and
experiences
in
grocery
shopping
within
the
metaverse.
It
investigates
factors
influencing
satisfaction
driving
continued
engagement
with
metaverse
platforms,
offering
insights
into
drivers
adoption
barriers
usage.
Design/methodology/approach
Adopting
a
qualitative
netnographic
approach,
this
analysed
reactions
Walmart’s
virtual
store
demonstration.
Data
were
collected
from
user
comments
on
YouTube,
TikTok,
Twitter
Reddit.
Thematic
analysis
was
employed
identify
key
contributing
dissatisfaction
experiences.
Findings
The
reveals
three
major
shaping
subsequent
positive
intentions
toward
metaverse:
social,
functional
hedonic
stimuli.
Eight
critical
affecting
experience
are
identified:
functional,
hedonic,
financial,
privacy,
safety,
ownership
atmospherics
concerns,
including
tactile,
acoustic
visual
elements.
Research
limitations/implications
findings
derived
social
media
which
may
limit
generalisability.
Future
studies
could
adopt
mixed-methods
approach
validate
these
across
broader
datasets.
Originality/value
work
is
first
research
examine
offers
valuable
expectations,
barriers,
laying
groundwork
for
further
exploration
applications
retail.
