The Impact of Trust-Building Mechanisms on Purchase Intention towards Metaverse Shopping: The Moderating Role of Age

Zhang, Lin; Anjum, Muhammad Adeel; Wang, Yanqing

doi:10.1080/10447318.2023.2184594

Cited by 48 publications

(14 citation statements)

References 94 publications

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“…Second, the consumers' virtual brand engagement and brand love act as positive and complimentary mediators between the experience of gamification marketing activities in the Metaverse and consumer‐based brand equity. This result is supported by the research by Wongkitrungrueng and Suprawan (2023) and Zhang et al (2023) which highlighted the influence of media richness, trust and values (symbolic and utilitarian) on brand engagement and purchase intention, which can further be translated into brand equity.…”

Section: Managerial Contributionsupporting

confidence: 66%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.

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Section: Managerial Contributionsupporting

confidence: 66%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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“…First, this study is carried out only within the scope of the B2C e-marketplace and is limited to Lazada Indonesia as the research object. Further research could work out other forms of e-commerce outside the e-marketplace, such as B2B emarketplace (Akrout & Diallo, 2017;Ratnasingam, 2005), C2C e-marketplace (Wei et al, 2019), and the rise of social media commerce like metaverse shopping (Zhang et al, 2023) and TikTok Shop for Indonesia context. Second, the results of this study only look at the buyer's perspective in the context of an online trust-building mechanism.…”

Section: Resultsmentioning

confidence: 99%

Elucidating drivers of repurchase intention in the e-marketplace through the lens of online trust-building mechanisms

Wen,

Kurniasari,

Dwi Lestari

2024

Innovative Marketing

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Indonesia has low e-commerce transactions despite high internet usage. This study examines the e-repurchase intention on Lazada Indonesia, an e-marketplace with declining traffic and sales. This study uses the perceived usefulness of institutional-based mechanisms, the perceived usefulness of seller-based mechanisms, and the perceived usefulness of experience-based mechanisms to examine how trust in the e-market and e-seller affect repurchase intention. This quantitative study includes 231 Lazada Indonesia customers from the past three months (the survey was conducted in January 2023). The data were statistically analyzed with partial least squares structural equation modeling (PLS-SEM). 43.72% of the respondents shop one to three times a month, 42.42% – more than three times per month, and 13.85 – less than once per month. Trust in the e-marketplace increased when participants believed institutional-based processes were beneficial (with a beta value of 0.272 and a P value of 0.000) and seller-based mechanisms were valuable (with a beta value of 0.509 and a P value of 0.000). In terms of trust in the e-seller, only the perceived usefulness of seller-based mechanisms has a significant effect (with a beta value of 0.567 and a P value of 0.000), while the perceived usefulness of experience-based mechanisms has no effect. This study has also shown that e-seller trust significantly affects repurchase intention. Finally, with a beta value of -0.055 and a P value of 0.046, e-marketplace trust negatively moderates the relationship between e-seller trust and repurchase intention. Thus, e-marketplace trust can replace e-seller trust in customer repurchase intentions. AcknowledgmentThis study is conducted with the support of Universitas Multimedia Nusantara.

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“…The conversion of metaverse and IMT-enabled CI to SA has been the subject of an expanding corpus of research that examines how different MC (such as digital alignment) result in specific emergent experiences (Blumenthal and Jensen, 2019;Canhoto et al, 2021;Kindermann et al, 2021). Managerial attitudes towards the technology (metaverse, IMT) facilitating this conversion, their willingness to take risks (Zhang et al, 2023) and their own interest in MVM (Ramadan, 2023) all have an effect on how organisational processes are changed to take advantage of the transition from CI to SA. Yang (2023) contends that customer reaction capability (CRC) is an essential part of management capability and takes the form of response expertise and response time to CI determinants such customer engagements, customer knowledge acquisition and assimilation, and presence.…”

Section: Moderating Role Of Managerial Capabilities On the Relationsh...mentioning

confidence: 99%

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Abrokwah-Larbi

2024

JCMARS

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PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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The Impact of Trust-Building Mechanisms on Purchase Intention towards Metaverse Shopping: The Moderating Role of Age

Cited by 48 publications

References 94 publications

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Elucidating drivers of repurchase intention in the e-marketplace through the lens of online trust-building mechanisms

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

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