Can Metaverse Retail lead to purchase intentions among the youth? A Stimulus-Organism-Response theory perspective

Perceptions and drivers of the metaverse adoption: A mixed‐methods study

“…To promote the use of the metaverse in medical education, personal innovativeness and contextual understanding of metaverse systems are crucial (Alawadhi et al, 2022). In the metaverse, the intent to shop at retail establishments is influenced by hedonic motivation, social incentives, perceived security, reputation and third-party endorsement (Patil et al, 2022). While these salient factors are studied, many significant factors are overlooked in the perceptions of consumers towards the metaverse, such as the role of regulatory support and social presence on Generation Z and millennials specifically.…”

“…The notion of the metaverse is frequently regarded as intricate owing to its novelty. Prior studies have established the connection between perceived ease of use and attitude towards intention to use the metaverse in health, education, hospitality and tourism (Al-Adwan et al, 2023;Dogra et al, 2023;Gupta et al, 2023;Patil et al, 2022). To study the impact of perceived ease of use of the metaverse from a conceptual view, it is hypothesised:…”

“…While the studies on this concept primarily focus on the genesis, opportunities and obstacles, the current body of literature on adoption is still in its infancy (Park & Kim, 2022). Many scholarly investigations have examined the implementation of metaverse within the prospects of educational environments, followed by other potential applications of metaverse like healthcare, travel, tourism and retail (Aburbeian et al, 2022;AlHamad et al, 2022;Patil et al, 2022;Sestino & D'Angelo, 2023;Teng et al, 2022;Van et al, 2022;Zaman et al, 2022). However, existing research focuses on applications of the metaverse rather than adopting a holistic view and considering the idea that the virtual world is interconnected with reality.…”

“…Social presence refers to the subjective experience of feeling socially connected and present in a technologically mediated environment, particularly when interacting with another physically distant individual seen to be in close proximity (Chou et al, 2022; Zhang et al, 2022). Social presence can serve as a stimulus that drives feelings of liveliness and a sense of being connected with others in the digital world (Patil et al, 2022). Given this concept's recent emergence, an examination of social presence in association with behaviour is imperative.…”

“…The notion of the metaverse is frequently regarded as intricate owing to its novelty. Prior studies have established the connection between perceived ease of use and attitude towards intention to use the metaverse in health, education, hospitality and tourism (Al‐Adwan et al, 2023; Dogra et al, 2023; Gupta et al, 2023; Hwang & Lee, 2022; Patil et al, 2022). To study the impact of perceived ease of use of the metaverse from a conceptual view, it is hypothesised:H2a Perceived ease of use will positively affect the attitude towards the metaverse among Generation Z and millennials. H2b Perceived ease of use will positively affect the behavioural intention towards the metaverse among Generation Z and millennials.…”