Psychology and Marketing,
Год журнала:
2024,
Номер
41(8), С. 1769 - 1791
Опубликована: Май 8, 2024
Abstract
The
study
explores
the
reasons
that
drive
and
hinder
consumers'
willingness
to
migrate
metaverse.
To
determine
them,
a
mixed‐methods
approach
is
used:
phase
1
(qualitative)
involves
conceptual
development
of
model
based
on
in‐depth
consumer
interviews,
in
2,
empirically
tested
via
structural
equation
modeling.
Results
show
social
presence
crucial
enabler,
while
realistic
symbolic
threats
are
significant
inhibitors
migrate.
Preusage
cognitive
dissonance
significantly
mediates
relationships
between
escapism,
pressure,
threat,
Specifically,
mediating
influence
empowerment
higher
for
individuals
with
low
metaverse
anxiety.
artificial
neural
network
technique
indicate
most
antecedent
migrate,
results
fuzzy‐set
qualitative
comparative
analysis
highlight
six
distinct
configurations
high
This
enriches
behavioral
reasoning
theory
by
examining
interplay
influencing
Further,
it
contributes
intergroup
threat
investigating
potential
link
threats.
Psychology and Marketing,
Год журнала:
2023,
Номер
40(11), С. 2306 - 2325
Опубликована: Июнь 1, 2023
Abstract
Industry
4.0
technology
enables
luxury
fashion
brands
in
the
virtual
market
to
quantify
value
of
digital
items
metaverse;
thus,
can
maintain
their
reputations,
ensure
consistent
and
integrated
brand
marketing,
attract
new
consumers
market.
Understanding
consumer
behavior
toward
buying
assets
(i.e.,
nonfungible
tokens
[NFTs])
is
important.
By
using
blockchain‐based
NFTs
as
a
way
verify
authenticity
market,
reputations
help
protect
assets.
Thus,
developing
global
marketing
strategies
supported
by
this
important
for
success
metaverse.
We
conducted
analyses
explore
metaverse
with
regard
NFTs.
The
findings
reveal
psychological
evaluation
process
mechanism
that
drives
NFT
markets.
empirical
also
extend
application
game
theory
prospect
revealing
risks
associated
(not)
another
driving
Journal of Consumer Behaviour,
Год журнала:
2023,
Номер
23(2), С. 556 - 585
Опубликована: Июль 24, 2023
Abstract
Brands
are
moving
towards
the
Metaverse
(3D
immersive
virtual
spaces),
where
growth
of
intangible
products
and
nonfungible
tokens
(NFTs)
evolving
into
a
new
type
hybrid
experience
for
users.
This
paper
aims
to
establish
role
“gamification
marketing
activities”
its
influence
on
consumer‐based
brand
equity
in
examine
mediating
consumers'
engagement
love.
To
evaluate
conceptual
model
based
cross‐cultural
data
from
two
emerging
countries
Asia
Africa,
study
followed
two‐stage,
mechanism
using
PLS‐SEM
neural
network
modeling.
provides
insights
Metaverse–a
taxonomy
technology,
context
embodiment,
presence
AVATAR,
interactivity
world,
supported
by
social
exchange
theory.
also
suggests
practitioners
focus
authenticity
while
projecting
their
Metaverse.
International Journal of Human-Computer Interaction,
Год журнала:
2023,
Номер
40(12), С. 3185 - 3203
Опубликована: Март 10, 2023
Given
the
uncertainty
of
online
transactions
in
metaverse
shopping,
digital
economy
encourages
building
a
trustworthy
virtual
environment.
Based
on
media
richness
theory,
this
article
examines
how
perceived
helps
engender
multidimensional
trust
(i.e.,
cognitive
and
affective
trust)
leads
to
purchase
intention
context
shopping.
The
proposed
model
is
tested
based
survey
data
from
332
consumers
an
scenario-based
platform
pertaining
initiatives.
Structural
equation
modeling
used
examine
research
model.
empirical
findings
show
that
builds
trust,
which
turn
affects
towards
Furthermore,
we
classify
into
natives
(DNs)
immigrants
(DIs)
chronological
age
different
influences
two
dimensions
shopping
between
groups.
We
identify
address
several
knowledge
gaps
extant
literature.
also
discuss
theoretical
managerial
implications
propose
suggestions
for
future
research.
Electronic Commerce Research and Applications,
Год журнала:
2024,
Номер
65, С. 101381 - 101381
Опубликована: Март 19, 2024
We
propose
metaverse
as
a
medium
for
customer
brand
active
engagement
and
stimulating
the
purchase
intentions
towards
in
real
world.
The
participants
recruited
study
were
Gen
Z
respondents
who
are
main
adopters
of
metaverse.
'Nikeland'
Roblox
(one
successful
early
versions
metaverse)
was
chosen
experiential
space
participants.
results
indicated
that
new
age
consumers
looking
forward
to
futuristic
technology
platform
reported
interactivity
(user
control,
two-way
communication,
synchronicity)
world
positively
impacts
consumers'
experience
trust,
knowledge
attachment
which
turn
impact
leading
'consumer
intention
product
experienced
metaverse'
marketers
advertisers
can
engage
customers
through
initiatives
like
Digital
bill
boards,
NFTs,
virtual
events,
tours,
avatars
stores.
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 158 - 171
Опубликована: Июнь 24, 2024
Metaverse
technologies
have
become
ground-breaking
tools,
changing
the
way
businesses
interact
with
consumers
and
analyze
their
behavior.
This
research
examines
innovative
marketing
strategies
that
focus
on
enhancing
customer
experiences
comprehending
consumer
behavior
through
cutting-edge
technologies,
platforms,
models.
Businesses
can
create
interactive
realistic
for
clients
in
a
vibrant
immersive
setting
provided
by
Metaverse.
Companies
virtual
storefronts
utilizing
VR
AR
allowing
customers
to
explore
products
services
visually
compelling
ways.
The
chapter
provides
summary
of
origins
metaverse
marketing,
further
explanations
about
employed
creation
strategies.
main
trends
implications
are
presented,
along
discussion
current
state
art
which
was
originally
developed
‘father
modern
marketing,'
Philip
Kotler.
Journal of Consumer Behaviour,
Год журнала:
2024,
Номер
23(6), С. 2781 - 2811
Опубликована: Июль 10, 2024
Abstract
With
the
rising
popularity
of
immersive
virtual
reality
(iVR)
technologies,
retailers
are
increasingly
seeking
innovative
ways
to
create
unique
digital
shopping
experiences
for
their
consumers.
However,
existing
literature
lacks
a
unified
and
comprehensive
review
that
examines
interplay
between
stimuli
consumer
behavior
in
iVR
environments.
To
fill
this
gap,
we
conducted
systematic
review,
employing
Stimulus‐Organisms‐Responses
(S‐O‐R)
model
as
underlying
theoretical
framework.
This
analyzed
empirical
research
on
retail
environments
by
focusing
experimental
studies.
Following
thematic
analysis,
categorized
outcomes
into
descriptive
themes
better
comprehend
within
each
theme.
Our
findings
provide
valuable
insights
marketers
aiming
enhance
experience
using
technologies
suggest
directions
future
research.
