From Clicks to Virtual Realms

Abstract

This study conducts a comprehensive bibliometric analysis using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) model to explore the convergence of e-commerce, customer experience, and virtual environments in the evolving metaverse. Utilizing Scopus database data from 2010 to 2023, this research aims to map the trends, patterns, and emerging themes surrounding augmented reality (AR), virtual reality (VR), and immersive technologies, shaping consumer behaviour within virtual realms. Initial screening resulted in a substantial corpus of scholarly articles, conference papers, and reviews. Moreover, utilizing visualization tools like VOSviewer, this study provides insightful graphical representations, revealing clusters and connections among keywords, and offering a deeper understanding of the interdisciplinary nature of Metaverse in e-commerce. The analysis focuses on quantifying publication trends, identifying influential authors, institutions, and countries, and mapping key themes and connections within the domain. The analysis encompasses a range of bibliometric indicators, including publication trends, prolific authors, influential journals, and co-occurrence networks of keywords It investigates how virtual environments affect purchasing decisions, brand interactions, and loyalty-building strategies, emphasizing personalized experiences, social interactions, and gamification. The analysis also uncovers emerging research trends and gaps, suggesting avenues for further exploration, including the integration of artificial intelligence, blockchain technology, and spatial computing in enhancing e-commerce in virtual spaces. This research contributes to understanding the impact of the metaverse on e-commerce, customer experience, and engagement, providing valuable insights for academics, practitioners, and policymakers navigating this dynamic field.