MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

IF 4.4 3区 管理学 Q2 BUSINESS
Fabienne Cadet, John T. Gironda, Bay O'Leary, Maria Petrescu
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引用次数: 0

Abstract

This paper develops the metaverse quality (MV‐Qual) scale and explores the various factors that may impact consumers' perceptions of quality and value when purchasing virtual products in a metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers' shopping experiences in the metaverse. Data were collected from a national sample of 322 metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated that several factors impact metaverse store quality and perceived virtual product value, including control, vividness, avatar design, rarity, and resale value. Subsequently, metaverse store quality and perceived virtual product value positively impact the intention to purchase virtual products in metaverse. This research contributes to the advancement of understanding consumer behavior in the metaverse and adds to the emerging marketing literature on the metaverse. Furthermore, the MV‐QUAL scale developed serves as a practical tool that both marketing researchers and practitioners can use to enhance understanding and discover new ways to improve the metaverse consumer experience.
MV-QUAL:了解在元宇宙中购买虚拟产品决策的工具
本文开发了元世界质量(MV-Qual)量表,并探讨了在元世界中购买虚拟产品时可能影响消费者质量和价值感知的各种因素。我们利用流动理论和 SERVQUAL 作为开展研究的理论视角,建立并测试了一个框架,展示了各种因素是如何相互关联并影响消费者在元虚拟世界中的购物体验的。我们从美国 322 名元网用户的全国样本中收集了数据,并使用 SmartPLS 的偏最小二乘法结构方程模型和 Neusrel 的神经网络因果分析进行了分析。结果表明,影响元界商店质量和虚拟产品感知价值的因素包括控制、生动性、头像设计、稀有性和转售价值。因此,元宇宙商店质量和感知虚拟产品价值会对元宇宙虚拟产品的购买意愿产生积极影响。这项研究有助于加深人们对元海外消费者行为的理解,并为有关元海外的新兴营销文献添砖加瓦。此外,所开发的 MV-QUAL 量表可作为一种实用工具,供营销研究人员和从业人员使用,以加深理解并发现改善元海外消费者体验的新方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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