The metaverse experience in luxury brands

Jiang, Qi; Kim, Miyea; Ko, Eunju; Kim, Kyung Hoon

doi:10.1108/apjml-09-2022-0752

Cited by 14 publications

(1 citation statement)

References 110 publications

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“…Coded Distributed Computing and blockchain were used in Jiang et al's (2023) framework for the vehicular metaverse to compute reputation values for vehicles for choosing reliable workers. A study conducted by Jiang, Kim, Ko, and Kim (2023) examined the consumer experience in a metaverse environment and its impact on consumer happiness in luxury brands, concluding that it had a positive effect on consumer happiness. Last but not least, Zainurin, Haji Masri, Besar, and Anshari (2023) defined metaverse banking as the integration of the metaverse and online banking services and stated that metaverse banking will be marketed intensively yet effectively in the near future.…”

Section: Literaturementioning

confidence: 99%

A new perspective in construction management; the metaverse

2023

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A conceptual construction management model can be applied to the metaverse 3D technology in this study, which demonstrates how accelerated back-and-forth replays of the construction process can be used to evaluate the impact of new decisions on the project. Participants in the proposed model will be able to see exactly how their decisions during construction affect the progress of the project. In order to develop this model, three phases are required: 1) Analyzing the problem and planning the algorithm, 2) collecting data and designing the hybrid model utilizing artificial intelligence and construction network scheduling techniques, and 3) coding the algorithm. The design-based research will contribute to the development of new meta-models for construction management, present innovative ideas for students, engineers, and managers working in the field of construction management.

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Section: Literaturementioning

confidence: 99%

A new perspective in construction management; the metaverse

2023

rdlc

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Understanding the consumer's luxury webrooming intention: Moderating role of perceived risk and review

Akram,

Lavuri

2023

J of Consumer Behaviour

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This research aims to examine luxury shoppers' webrooming intention, mediating (utilitarian value and hedonic value), and moderating (online perceived risk and reviews) effects. We used the stimulus‐organism‐response theory to provide a solid and holistic understanding of the concept. We collected 431 original survey data from Indian luxury shoppers who recently purchased luxury products and used structural equation modeling for data analysis. Results show that consumer traits (need for interaction and need for touch) had a positive impact on the perceived values (hedonic and utilitarian value) and webrooming intention. Channel‐related factors such as perceived ease of use had a direct impact on the hedonic value, while perceived usefulness had a direct impact on utilitarian value. Perceived values (hedonic and utilitarian values) positively mediated the channel and consumer traits factors and webrooming intent. Online perceived risk and reviews significantly moderated the relationship between perceived value and webrooming intent. This study adds to the knowledge of luxury marketing by analyzing webrooming and channel flipping.

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Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

Mansoor,

Rahman,

Bowden

2024

J of Consumer Behaviour

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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 role of social presence and trialability. Further, it demonstrates the potential for purchase spillovers from the metaverse to traditional retail channels, extending the omnichannel retail literature. In addition, it examines how early‐stage versus long‐term users of the metaverse shape users' intentions to revisit metaverse platforms. Based on our results, we offer a comprehensive model of customers' metaverse behaviors, which may be used to predict and enhance customers' purchase intentions across channels. Our results also demonstrate that the metaverse is not merely a parallel digital retail channel but instead an influential extension of the customers' real‐world consumption. From a managerial perspective, we offer metaverse operators and retail brand managers insights into how an engaging and immersive customer experience in the metaverse can be developed to support metaverse platform growth, and targeted brand strategies that translate into real‐world gain for both the brand and the customer. The findings suggest that metaverse platforms must deliver customer experiences at a very high level to prevent stagnation in metaverse usage intentions; therefore, managers can confidently continue investing in relevant strategies to fuel metaverse platform growth.

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The metaverse experience in luxury brands

Cited by 14 publications

References 110 publications

A new perspective in construction management; the metaverse

A new perspective in construction management; the metaverse

Understanding the consumer's luxury webrooming intention: Moderating role of perceived risk and review

Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

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