Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 4 March 2024
Abstract
Purpose
The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.
Design/methodology/approach
Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.
Findings
The findings underscore the significance of the virtual store environment and online trust in shaping impulsive buying behaviors within the metaverse retailing setting. Theoretically, this study elucidates the impact of virtual store atmosphere and trust on impulsive buying within a metaverse retail setting.
Practical implications
From the findings of the study, because of the importance of virtual shop content, practitioners must address its role in impulse purchases via affective online trust. The study’s findings are likely to help retailers strategize and improve their virtual store presentations in the metaverse.
Originality/value
The discovery adds to the understanding of consumer behavior in the metaverse by probing the roles of virtual store atmosphere, online trust and impulsive buying.
Keywords
Citation
Dang Quan, T., Wei-Han Tan, G., Aw, E.C.-X., Cham, T.-H., Basu, S. and Ooi, K.-B. (2024), "Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-09-2023-0911
Publisher
:Emerald Publishing Limited
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