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

IF 4.4 3区 管理学 Q2 BUSINESS
Zeling Zhong, Manel Hamouda
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引用次数: 0

摘要

消费者发现沉浸在元世界中越来越有吸引力,这种趋势很可能会持续下去。尽管元海外具有零售潜力,但人们对其对消费者行为影响的实证了解仍然不足。我们的研究调查了消费者在这种超级互联购物环境中的互动,使用了来自 262 名消费者的基于场景的数据和一种多方法定量方法来研究综合行为模型,揭示了消费者对元海外可负担性的看法、它们对自我效能的影响,以及信任、沉浸和流动体验在参与元海外购物平台中的作用。感知到的乐趣成为消费者参与的关键驱动因素。这项研究提供了令人信服的实证证据,证明了消费者元海外体验的特定驱动因素,超越了目前对元海外购物背景下消费者行为的理解,主要是在概念层面。研究结果为元海外从业者提高消费者参与度提供了可操作的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.

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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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