Acceptance of the metaverse: a laboratory experiment on augmented and virtual reality shopping

Abstract

PurposeIn recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.Design/methodology/approachThis study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.FindingsResults indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.Originality/valueThis study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

Factors affecting the adoption of metaverse in healthcare: The moderating role of digital division, and meta-culture

“…The study focuses on trust, PU and PEU, which are three important factors for technology adoption. These factors were initially suggested by TAM and later on considered by many other frameworks developed for technology adoption [ 22 , 23 , 25 , [133] , [134] , [135] ]. The purpose of the study is to ascertain how patients and medical professionals assess the use and benefits of metaverse technology in healthcare.…”

Intention to Pay Infaq and Alms Through Crowdfunding Platform

“…In the context of this research, when people consider the crowdfunding platform to be very useful for paying infaq and alms, they will use the crowdfunding platform to make infaq and alms payments. Empirically, previous research was conducted by Arora et al, (2022) on the intention to use e-hailing applications, Safari et al, (2022) on acceptance of internet banking, Kumari & Devi (2022) on acceptance of Blockchain technology in investing, Kim et al, (2021), Oloveze et al, (2022) discussing online shopping behavior in Nigeria and Xi et al, (2024) acceptance of metaverse for consumers' virtual reality shopping experiences, found that behavioral intention to use technology consistently was strongly influenced by perceived usefulness. Then, the hypothesis formulated is: H3: Perceived usefulness influences behavioral intention to paying infaq and alms through the crowdfunding platform.…”