Jaspreet Kaur, Emmanuel Mogaji, Manisha Paliwal, Suchita Jha, Shailja Agarwal, Stephen Alaba Mogaji
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引用次数: 0
摘要
不可否认,人们对元世界的营销潜力及其对消费者行为的影响越来越感兴趣。该领域的专家们发现了在理解消费者在元世界中的行为方面存在的差距,并强调了在该领域开展进一步研究的必要性。本研究通过关注 Z 世代及其在元海外的互动,填补了这一空白。本研究通过对 63 名参与者进行半结构式访谈收集定性数据,并采用演绎式主题分析法,将恩格尔-科拉特-布莱克韦尔(EKB)模型作为其理论框架。研究结果符合 EKB 模型的各个阶段--认知、信息搜索、参与和参与后评估。我们发现,尽管面临最初的挑战,参与者还是表现出了访问元宇宙的渴望,并积极寻求参与机会,甚至鼓励他人加入。这项研究为消费者和品牌在元宇宙中面临的挑战和机遇提供了经验性见解。此外,它还加深了我们对元宇宙中沉浸式时间的理解,并阐明了消费者对数字技术的参与。最后,这项研究还为管理者、技术开发者和政策制定者提高消费者对元海外的兴趣和参与度提供了实际意义。
The rising interest in the marketing potential of the metaverse and its influence on consumer behavior is undeniable. Experts in the field have identified gaps in understanding consumer behavior in the metaverse and have highlighted the need of further research in the domain. This study addresses this void by focusing on Gen Z and their interactions within the metaverse. Gathering qualitative data through semi-structured interviews with 63 participants, the study employs a deductive thematic analysis, using the Engel-Kollat-Blackwell (EKB) model as its theoretical framework. The findings align with the stages of the EKB model– awareness, information search, engagement, and post-engagement evaluation. We find that despite facing initial challenges, participants display eagerness to access the metaverse and actively seek engagement opportunities, even encouraging others to join. This research provides empirical insights into challenges and opportunities that exist for consumers and brands within the metaverse. Further, it also enhances our understanding of immersive time in the metaverse and elucidates consumer engagement with digital technologies. Finally, the study also offers practical implications for managers, tech developers, and policymakers looking to enhance consumer interest and involvement in the metaverse.
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.