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The integration of advanced technologies, such as the Metaverse, has the potential to revolutionize the retail industry and enhance the shopping experience. Understanding consumer behavior and leveraging machine learning predictions based on analysis can significantly enhance user experiences, enabling personalized interactions and fostering overall engagement within the virtual environment. In our ongoing research effort, we have developed a consumer behavior framework to predict interesting buying patterns based on analyzing sales transaction records using association rule learning techniques aiming at improving sales parameters for retailers. In this paper, we introduce a validation analysis of our predictive framework that can improve the personalization of the shopping experience in virtual reality shopping environments, which provides powerful marketing facilities, unlike real-time shopping. The findings of this work provide a promising outcome in terms of achieving satisfactory prediction accuracy in a focused pilot study conducted in association with a prominent retailer in Saudi Arabia. Such results can be employed to empower the personalization of the shopping experience, especially on virtual platforms such as the Metaverse, which is expected to play a revolutionary role in future businesses and other life activities. Shopping in the Metaverse offers a unique blend of immersive experiences and endless possibilities, enabling consumers to interact with products and brands in a virtual environment like never before. This integration of cutting-edge technology not only transforms the retail landscape but also paves the way for a new era of personalized and engaging shopping experiences. Lastly, this empowerment offers new opportunities for retailers and streamlines the process of engaging with customers in innovative ways.
Alawadh et al. (Wed,) studied this question.