数字白日梦:探索消费者参与元世界的动机

IF 11 1区 管理学 Q1 BUSINESS
Sigma Soni , Parvinder Arora , Dharun Kasilingam , Varsha Jain
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引用次数: 0

摘要

作为一种变革性的数字技术,虚拟世界正在迅速崛起,对消费者行为和营销策略产生重大影响。然而,关于能够激励或阻止消费者采用元宇宙的因素的知识还不够。为了解决这一差距,本研究采用了行为推理理论(BRT)和技术准备框架来研究形成元空间采用的动机和阻力的双重力量。这项研究采用了混合方法,其中包括对48位行业专家进行深入访谈,以确定采用虚拟世界的“原因”和“原因”,然后通过对771名消费者的调查来验证。研究发现,触觉意象、便利、趋势亲和力和相对优势等正向激励因素显著提升消费者态度。与此同时,隐私担忧、财务担忧、故障风险和感知性能风险等障碍都是负面影响因素。结果还表明,技术准备是一个关键的决定因素,乐观和创新促进采用,不适和不安全阻碍采用。本研究通过研究消费者态度在塑造采用意图和参与方面的作用,为meta采用文献做出了贡献,这是一个受到相对有限关注的领域。研究结果为从业者提供了可行的策略,以应对消费者的犹豫,并释放虚拟世界作为下一代互动、创新和商业平台的潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Digital daydreams: Exploring consumer motivations for engaging with the metaverse
The metaverse is rapidly emerging as a transformative digital technology with significant implications for consumer behavior and marketing strategies. However, there is insufficient knowledge about the factors that can motivate or prevent consumers from adopting the metaverse. Addressing this gap, this study employs Behavioral Reasoning Theory (BRT) and Technology Readiness frameworks to investigate the dual forces of motivation and resistance that shape metaverse adoption. This research used a mixed-methods approach, which consisted of in-depth interviews with 48 industry experts to determine the ‘reasons for’ and ‘reasons against’ metaverse adoption, which were then validated through a survey of 771 consumers. The findings reveal that positive motivators like haptic imagery, convenience, trend affinity, and relative advantage significantly enhance consumer attitudes. Meanwhile, barriers like privacy concerns, financial concerns, risk of malfunctions, and perceived performance risks are negative influencers. Results also show that technology readiness is a crucial determinant, with optimism and innovativeness promoting adoption and discomfort and insecurity deterring it. This study contributes to the metaverse adoption literature by examining consumer attitudes' role in shaping adoption intentions and engagement, an area that has received relatively limited attention. The findings offer actionable strategies for practitioners to navigate consumer hesitations and unlock the metaverse's potential as a next-generation interaction, innovation, and commerce platform.
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来源期刊
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.
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