Examining the customer experience in the metaverse retail revolution

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-05 DOI:10.1016/j.jbusres.2024.115045

Mark R. Gleim , Heath McCullough , Colin Gabler , Linda Ferrell , O.C. Ferrell

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Abstract

This research examines how the metaverse empowers businesses to craft personalized customer experiences that transcend the limitations of conventional retail settings. Following a review of the literature, we present theory-driven, managerial-oriented research opportunities that advance our understanding of the customer journey and retailing in the metaverse. Opportunities in the prepurchase stage of the customer journey include self-expression and engagement, social influences, and uncertainty avoidance. In the purchase stage, service script disruptions, hyper-personalized experiences, and the disruption of scarcity and NFTs (non-fungible tokens) present potential differentiation strategies. In the postpurchase stage, retailers may gain a competitive advantage by understanding how consumers value the unboxing experience, evaluate products, and deepen customer engagement and advocacy in this new shopping environment. Taken together, we present a three-pronged approach for retail scholars to extend our knowledge of the customer journey within the metaverse and offer practical suggestions for the retailers currently navigating this new paradigm.

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审视元零售革命中的客户体验

本研究探讨了元网络如何帮助企业打造超越传统零售环境限制的个性化客户体验。在对文献进行回顾后，我们提出了以理论为驱动、以管理为导向的研究机会，这些研究机会将推进我们对顾客旅程和元海外零售业的理解。顾客旅程预购阶段的机会包括自我表达和参与、社会影响和不确定性规避。在购买阶段，服务脚本中断、超个性化体验以及稀缺性和 NFT（不可兑换代币）的中断提供了潜在的差异化战略。在购买后阶段，零售商可以通过了解消费者如何重视开箱体验、如何评估产品以及如何在这种新的购物环境中加深客户参与和宣传来获得竞争优势。综上所述，我们为零售学者提出了一种三管齐下的方法，以扩展我们对元宇宙中顾客旅程的了解，并为目前正在探索这一新模式的零售商提供实用建议。

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 Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.