Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail
Tri Dang Quan,
Garry Wei-Han Tan,
Eugene Cheng-Xi Aw
et al.
Abstract:PurposeThe main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context.Design/methodology/approachGrounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the objectives of this research. Next, to identify both linear and nonlinear relationships, the data were analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) approaches.Fi… Show more
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