The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges

Poggesi, Sara; Mari, Michela; Kamangar, Arash; Schilleci, Pinalba

doi:10.3390/su14074131

Sustainability

2022

DOI: 10.3390/su14074131

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The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges

Sara Poggesi

Michela Mari

Arash Kamangar

et al.

Abstract: The aim of the paper is to systematically analyse the effects of the online environment on customers’ behaviour in order to offer a first, comprehensive state-of-the-art of the research on this topic. By analyzing a final sample of 105 papers, 4 themes have been identified, according to the theoretical lenses adopted by scholars. Results show that the traditional stimuli–organism–responses approach (also known as S–O–R) is the most frequently applicable conceptual framework for the analysis of the effects of t… Show more

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Cited by 3 publications

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Luxury fashion brands in metaverse retailing – a review of literature and practice

Tam,

Lung

2024

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Purpose The purposes of this study are to identify the ways that luxury fashion brands can leverage in metaverse retailing, and give insights to practitioners in the fashion industry who are planning to launch metaverse retailing. Design/methodology/approach To offer a balanced view of available evidence, this study adopted a literature review approach and attempted to collect all existing academic journal articles on the issues related to metaverse retailing and luxury fashion brands. A comprehensive literature search was conducted in electronic databases Google Scholar, Web of Science, Scopus, Pro Quest and Science Direct from January 2023 to April 2024. Based on the results of the research in literature, real-life examples of luxury fashion brands were used to explain the ways that luxury fashion brands in the metaverse retailing can be put into practice. Findings The findings have revealed that there are many ways that luxury fashion brands can leverage in the metaverse retailing. The fusion of metaverse-related technologies provides brands with a wide platform of choices that can create immersive, personalized marketing experiences for customers. Four roles of metaverse are identified: (1) enhance of immersive experience; (2) provide big data interface to smart decision-making; (3) form high-fidelity simulated space; and (4) maintenance economic system and making of identification. To further enhance the four roles of metaverse, four types of technologies and 15 components for metaverse can be adopted by luxury fashion brands. Research limitations/implications While this paper provides a literature review and real-life examples of luxury fashion brands in the metaverse retailing to explain the findings, further research is needed to evaluate the effectiveness of current efforts in the development of luxury fashion brands in the metaverse retailing through collecting both quantitative and qualitative data. Also, future studies may attempt to explore the challenges of investigating consumers in response to luxury fashion brands in the metaverse retailing. Practical implications The metaverse is turning imagination into reality through the integration of multiple technologies and is gaining momentum in tech. With technology leading the way, business leaders and brands must not only rethink retail but also bring immersive shopping experiences into the future. Metaverse has immense potential to transform the retail industry, thus the leading global and local firms must embrace innovation and new technologies, and prioritize “metaverse transformation” for their business. Based on the results of this study, some emerging practices pertaining to metaverse retailing are provided. Originality/value To the best of the authors’ knowledge, it would seem that this is the first work that conducts a literature review of the relevant academic journal articles addressed to the practitioners or managerial audiences in the area of luxury fashion industry who are concerned about the development of metaverse retailing. This paper identifies the ways that luxury fashion brands can leverage in the metaverse retailing and gives insights to practitioners in the luxury fashion industry who are planning to launch metaverse retailing.

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Luxury fashion brands in metaverse retailing – a review of literature and practice

Tam,

Lung

2024

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The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model

Batool

Huang

2023

J Innov Entrep

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The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test, and the online e-commerce livestreaming model, as a new marketing model, has been rapidly developed. Based on the SOR model, this paper clarifies the interaction between e-commerce livestreaming and consumer decision-making, taking the e-commerce livestream as an independent variable, customer engagement and value co-creation as intermediary variables, and customer loyalty as the dependent variable. This paper explores the evolution from e-commerce livestreaming to customer loyalty. The target sample consists of 475 Chinese e-commerce livestream viewers. Structural equation modelling (SEM) is used for empirical analysis, and MPLUS8.0 is used for data analysis. Aesthetic appeal, functional layout and verbal communication have a direct impact on customer engagement, while financial security, Nonverbal communication and service skills have no significant impact. In value co-creation, customer engagement has a direct impact on functional, hedonic and social values, which all have a direct impact on customer loyalty. Customer engagement does not singularly mediate between e-commerce livestreaming and customer loyalty, while value co-creation does have a mediating effect. Customer engagement and value co-creation have an enchained mediating effect between e-commerce livestreaming and customer loyalty. The research results reveal the effects of e-commerce livestreaming, provide a new entry point for considering stimuli in the application of SOR theory to e-commerce, and demonstrate how e-commerce livestreaming provides customers with visual beauty and personalized experiences while enhancing the communication skills of the operations and service staff. This research extends the scene theory of e-commerce livestreaming services and provides significant insights into e-commerce livestreaming platforms and enterprise management.

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The Impact of Soft-Sell Appeal in TikTok on the Attitude towards the Ads

Monesa,

Simanjuntak

2024

Wseas Transactions on Business and Economics

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This research analyses the impact of soft-sell advertising dimensions (image, feeling, and implicitness) on TikTok’s viewers’ purchase intentions through a positive attitude toward the ads. While many studies about soft-sell appeals, this research adds external validity to those studies by using the Stimulus-Organism-Response (SOR) framework in the context of soft-selling in TikTok short videos. Since TikTok is now used for selling, the short video advertisements may drive purchase intention. We used a quantitative survey method with social media users in Indonesia. Data were collected using non-probability sampling with a purposive sampling method. We collected 209 usable responses and tested the hypothesis using partial least square structural equation modelling (PLS-SEM) using SmartPLS 4.0. Findings show that the data support all four hypotheses; the three soft-sell dimensions drive a positive attitude toward the ad and positively impact purchase intention. While all three soft-selling dimensions drive the positive attitude toward the ad, image plays the most crucial role. The study contributes to understanding advertising theory, especially theories about message appeal affecting viewers’ behaviour, offering practical implications for advertising content creators.

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The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges

Cited by 3 publications

References 76 publications

Luxury fashion brands in metaverse retailing – a review of literature and practice

Luxury fashion brands in metaverse retailing – a review of literature and practice

The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model

The Impact of Soft-Sell Appeal in TikTok on the Attitude towards the Ads

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