Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective

Abstract

Metaverse-based virtual stores have transformed the retail landscape, offering consumers' new ways to explore, engage, and find satisfaction. Virtual stores backed by metaverse have revolutionized shopping experiences, providing a digital platform to replicate and enhance traditional in-store interactions with features like browsing, product selection, interactive environments, detailed information, and personalized recommendations. There needs to be more extensive research on metaverse retailing purchasing behaviours. Previous studies have primarily focused on the virtual world within online games, transportation, or tourism, leaving a gap in our understanding of metaverse retailing dynamics and consumer behaviours. Building upon the Uses & Gratification theory, we conducted a longitudinal analysis across 508 & 474 respondents at two time frames (First timeframe has been termed as Wave 1 and second timeframe as Wave 2) to explore the sought gratifications (initial expectations) and obtained gratifications (actual fulfilments experienced). The structural equation modelling findings reveal that convenience, entertainment and pastime significantly predict the intention to use metaverse-based virtual stores in Wave 1. Information seeking, status and share experience significantly indicate the intention to use metaverse-based virtual stores in Wave 2. Additionally, the results of Wave 1 confirm the moderating role of perceived hedonic motivation between pastime and intention to use metaverse-based virtual stores. The findings of Wave 2 confirm the moderating role of perceived initial trust between intention and continuous use of metaverse-based virtual stores. The study contributes to a holistic understanding of consumer behaviour in metaverse-based shopping experiences regarding the adoption and continuance of such technologies.