Exploring purchase intention in metaverse retailing: Insights from an automotive platform

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-11-02 DOI:10.1016/j.jretconser.2024.104144

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引用次数: 0

Abstract

As an integration of cutting-edge digital technologies, the metaverse is set to revolutionize online retailing. This study employed a well-established metaverse automotive retailing platform in China to explore the paths influencing consumers' purchase intention when shopping in the metaverse. We adopted structural equation modeling to analyze the data obtained from 348 respondents who were planning to shop for a new car in the metaverse in China. The findings showed that the perceived social presence of others positively influences consumers’ purchase intention, as mediated by their metaverse identification. Moreover, consumer stickiness and the accompaniment of friends were found to positively moderate the effect of perceived social presence on metaverse identification in metaverse retailing. Likewise, product type positively moderated the effect of metaverse identification on purchase intention. Specifically, when consumers intended to purchase environmentally-friendly (vs. unfriendly) vehicles, a stronger positive impact of metaverse identification on purchase intention was observed. The results provide valuable insight for metaverse retailers.

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探索元零售中的购买意向：汽车平台的启示

作为最前沿数字技术的集成，元宇宙将给网络零售带来一场革命。本研究利用国内成熟的元海外汽车零售平台，探讨影响消费者元海外购物购买意向的路径。我们采用结构方程模型分析了 348 名计划在中国元网购车的受访者的数据。研究结果表明，消费者感知到的他人社会存在会对其购买意向产生积极影响，而消费者的元虚拟身份认同则是这一影响的中介。此外，研究还发现，消费者粘性和朋友的陪伴能够正向调节感知到的社交存在对元零售中的元认知的影响。同样，产品类型也能正向调节元海外认同对购买意向的影响。具体来说，当消费者打算购买环保型（与非环保型）汽车时，就会观察到元海外认同对购买意向产生更强的积极影响。这些结果为元数据零售商提供了宝贵的启示。

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

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.