{"title":"沉浸式体验和流动体验对消费者参与超级互联购物平台的影响:元宇宙视角","authors":"Zeling Zhong, Manel Hamouda","doi":"10.1002/cb.2377","DOIUrl":null,"url":null,"abstract":"Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although the metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating consumer interactions in this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and a multimethod quantitative approach to examine the integrative behavioral model, revealing consumer perceptions of metaverse affordances, their impact on self‐efficacy, and the role of trust, immersion, and flow experiences in participation in metaverse shopping platforms. Perceived enjoyment emerges as a critical driver of consumer participation. This study provides convincing empirical evidence of the drivers specific to consumer metaverse experiences, going beyond the current understanding of consumer behavior in the metaverse shopping context, mainly at the conceptual level. The findings provide actionable insights for metaverse practitioners to enhance consumer engagement.","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The impact of immersive and flow experiences on consumer participation in hyper‐connected shopping platforms: A metaverse perspective\",\"authors\":\"Zeling Zhong, Manel Hamouda\",\"doi\":\"10.1002/cb.2377\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although the metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating consumer interactions in this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and a multimethod quantitative approach to examine the integrative behavioral model, revealing consumer perceptions of metaverse affordances, their impact on self‐efficacy, and the role of trust, immersion, and flow experiences in participation in metaverse shopping platforms. Perceived enjoyment emerges as a critical driver of consumer participation. This study provides convincing empirical evidence of the drivers specific to consumer metaverse experiences, going beyond the current understanding of consumer behavior in the metaverse shopping context, mainly at the conceptual level. The findings provide actionable insights for metaverse practitioners to enhance consumer engagement.\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-07-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1002/cb.2377\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/cb.2377","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The impact of immersive and flow experiences on consumer participation in hyper‐connected shopping platforms: A metaverse perspective
Consumers find it increasingly compelling to immerse themselves in the metaverse, a trend that will likely continue. Although the metaverse has retailing potential, understanding empirically its effects on consumer behavior is still underexplored. Our study investigating consumer interactions in this hyper‐connected shopping environment uses scenario‐based data from 262 consumers and a multimethod quantitative approach to examine the integrative behavioral model, revealing consumer perceptions of metaverse affordances, their impact on self‐efficacy, and the role of trust, immersion, and flow experiences in participation in metaverse shopping platforms. Perceived enjoyment emerges as a critical driver of consumer participation. This study provides convincing empirical evidence of the drivers specific to consumer metaverse experiences, going beyond the current understanding of consumer behavior in the metaverse shopping context, mainly at the conceptual level. The findings provide actionable insights for metaverse practitioners to enhance consumer engagement.
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.