Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience
Shafayet Mansoor,
Syed Mahmudur Rahman,
Jana Lay‐Hwa Bowden
Abstract:The promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive metaverse environments, as well as into how these experiences on metaverse platforms influence customers' real‐world consumption behaviors. Drawing upon data from metaverse platform users in the US, this study identifies the specific antecedents of a positive customer experience on metaverse platforms, including the r… Show more
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