The study explores the scope of integrating metaverse and social commerce platforms and their impact on consumers’ purchase intention. The study also explores the moderating role of avatar customization using the Measurement Invariance of Composite Models and Multi-Group Analysis approach. The authors developed the research model by combining the Technology Readiness Index and Technology Acceptance Model and coupling it with three other critical constructs, that is, content quality, social support and social presence. The research employs a cross-sectional quantitative approach, where a sample of 593 responses was drawn from respondents having prior experience with metaverse and social commerce platforms. The gathered data were analyzed using SmartPLS4, a programme designed for partial least squares structural equation modelling. The analysis demonstrated the significance of all hypotheses except for discomfort, and also, the moderating role of avatar customization was found to be insignificant. This study will help developers and businesses to develop more immersive and engaging platforms that will create a new way of shopping.
Gupta et al. (Wed,) studied this question.