Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands

Bao, Wuxia; Hudders, Liselot; Yu, Shubin; Beuckels, Emma

doi:10.1016/j.ijresmar.2024.01.002

International Journal of Research in Marketing

2024

DOI: 10.1016/j.ijresmar.2024.01.002

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Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands

Wuxia Bao,

Liselot Hudders,

Shubin Yu

et al.

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2024

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Cited by 4 publications

References 90 publications

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Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Payal,

Sharma,

Dwivedi

2024

Electronic Commerce Research and Applications

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Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Payal,

Sharma,

Dwivedi

2024

Electronic Commerce Research and Applications

View full text Add to dashboard Cite

Satisfaction and performance expectations for the adoption of the metaverse in tourism SMEs

Ledesma-Chaves,

Gil-Cordero,

Navarro-García

et al. 2024

Journal of Innovation & Knowledge

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Exploring the brand experience in the metaverse under the perspective of technology acceptance model

Yu,

Cheng,

Kim

et al. 2024

APJML

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PurposeThis study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform for companies, and provide management enlightenment for corporate development.Design/methodology/approachData were collected from 329 online participants and analyzed using structural equation modeling and hierarchical regression.FindingsPerceived usefulness and ease of use have a significant influence on customer sensory experience and behavioral experience in the metaverse. Sensory experience mediates the influence of perceived usefulness and availability on behavioral experience. Social presence positively moderates the influence of both usefulness and ease of use on sensory and behavioral experience. In other words, perceived usefulness and perceived ease of use in the metaverse situation affect sensory experience through social presence, and then affect behavioral experience.Originality/valueThis research clarifies the effect of usefulness and ease of use on customer sensory and behavioral experience. It confirms the positive moderating role of social presence and the mediating role of sensory experience in the influence pathway between perceived usefulness, ease of use, and behavioral experience. From the perspective of management, this study provides theoretical support for the positive impact of corporate metaverse platform building on customer brand experience in the future, and provides impetus for companies to pay attention to improving the usefulness and ease of use of their metaverse platform.

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Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands

Cited by 4 publications

References 90 publications

Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Unlocking the impact of brand engagement in the metaverse on Real-World purchase intentions: Analyzing Pre-Adoption behavior in a futuristic technology platform

Satisfaction and performance expectations for the adoption of the metaverse in tourism SMEs

Exploring the brand experience in the metaverse under the perspective of technology acceptance model

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