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September 27, 2025Journal of Global Information ManagementOpen Access

The Metaverse Marketplace

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Authors

BSBrijesh SivathanuINIlse Niemann‐StruwegRPRajasshrie Pillai

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Overview

Quantitative analysis reveals optimism and innovativeness boost consumer intention, suggesting strategic implications for marketers.

Key Points

  • Consumer shopping intention in metaverse e-commerce is significantly influenced by optimism and innovativeness.
  • Key metrics show discomfort and insecurity negatively impact consumer shopping intention in this digital marketplace.
  • A quantitative study utilized PLS-SEM with 1,070 respondents to analyze technology readiness and metaverse-specific factors.
  • These insights support strategizing effective e-commerce practices in the metaverse and enhancing consumer experiences.

Cite This Study

Sivathanu et al. (2025) studied this question.

synapsesocial.com/papers/68d7cc6aeebfec0fc5238dd2https://doi.org/10.4018/jgim.389247
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