Virtual E xperiences a nd C usto mer Satisfactio n: A C ase Study in Retailing Through the Metaverse

• 발행기관: People & Global Business Association
• 저자명: Ivet Adriano-Romero Godofredo Illa-Sihuincha
• 간행물 정보: 『Global Business and Finance Review』Vol.30 No.8, 207~219쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.08.31

국문 초록

Purpose: This paper investigates how marketing characteristics, such as perception, interactivity, and interest, influence the buying behavior of customers in the minority sector towards the Metaverse. Design/methodology/approach: The study uses a quantitative analysis design, combining the Stimulus-Organism-Response (SOR) model. Data is gathered through a survey and analyzed using structural equation modeling (SEM), based on responses from 315 conveniently sampled participants. Findings: Results show that immersive experiences, enabled by virtual reality (VR) and augmented reality (AR) technologies, increase customer perception and satisfaction. Additionally, interactivity generates a flow of experience that drives emotional engagement and purchase intention, while interest and personalization reinforce brand loyalty. Research limitations/implications: Limitations include potential biases in data collection, and limitations include concerns about external validity due to lack of diversity and rapid technological evolution that could affect the applicability of the findings. The study enhances the SOR model by integrating key factors, providing a more complete view of immersive marketing and a solid foundation for future research. Originality/value: This research adopts a consumer and brand-centric approach, integrates and enhances SOR models, and focuses on consumer behavior in the retail sector, highlighting how metaverse technologies transform brand-customer interactions and open new opportunities for personalization and emotional connection.

목차

I. Introduction

II. Literature Review

III. Hypotheses Development

IV. Methodology

V. Results

VI. Discussions and Implications

VII. Conclusions

References

키워드

Metaverse E-commerce Retail Sor Virtual experiences. Introduction

참고문헌

• Journal of Namibian Studies: History Politics Culture
• Journal of Physics: Conference Series
• Research Sqare
• Technology Studies. Special Issue on Research Methodology
• Journal of Business Research
• Global Business & Finance Review (GBFR)
• SAGE Publications, Inc.
• Journal of Management and Public Policy
• Global Business & Finance Review (GBFR)
• In G. A. Marcoulides (Ed.), Modern Methods for Business Research
• Psychology & Marketing
• Journal of Retailing and Consumer Services
• Cogent Business & Management
• Journal of Business Strategy
• Journal of Retailing and Consumer Services
• Journal of Management Information Systems
• Research Square
• The Service Industries Journal
• Sage
• Global Business & Finance Review
• Calitatea
• Journal of the Academy of Marketing Science
• International Marketing Review
• In AI- Driven Marketing Research and Data Analytics
• Cogent Social Sciences
• Tourism Review
• In Strategies and Opportunities for Technology in the Metaverse World
• Global Business & Finance Review (GBFR)
• In Confronting Security and Privacy Challenges in Digital Marketing
• Global Business & Finance Review (GBFR)
• Journal of Consumer Behaviour
• Journal of Global Scholars of Marketing Science
• IT Professional
• Technological Forecasting and Social Change
• Global Business & Finance Review (GBFR)
• AMS Review
• Journal of Consumer Behaviour
• Cambridge: The MIT Press
• Village and Space Sustainable Development
• In Business Analytical Capabilities and Artificial Intelligence-Enabled Analytics: Applications and Challenges in the Digital Era
• European Journal of Sustainable Development
• Boston: PWS-KENT Publishing Co.
• Global Business & Finance Review (GBFR)
• Sustainability
• Management Science Letters
• Global Business & Finance Review (GBFR)
• SSRN
• SSRN Electronic Journal
• Tourism Recreation Research
• Journal of Consumer Behaviour
• Boenningstedt: SmartPLS GmbH
• Castellón de la Plana, España, Universitat Jaume I
• In 2024 ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems (ICETSIS)
• Quality & Quantity
• The Future of Consumption
• In Applications of Neuromarketing in the Metaverse
• Internatıonal Journal of Multidisciplinary Research and Analysis
• In Exploring the Use of Metaverse in Business and Education
• Global Business & Finance Review (GBFR)
• Frontiers in Virtual Reality
• In Digitalization and Management Innovation II
• Kybernetes
• Global Business & Finance Review (GBFR)
• Global Business & Finance Review (GBFR)