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Technological advancements have revolutionized how companies draw in customers and market their products or services. The current study aims to explore the cognitive and affective factors, especially gamification, that impact stickiness and impulse buying in metaverse shopping. Gamification enhances the individual’s experience by introducing game-design elements like quests, challenges, and rewards, making shopping more interactive and enjoyable. The study adopted a cross-sectional descriptive investigation based on the purposive sampling technique from 435 individuals who have used the metaverse shopping platform at least once, and the data was analyzed using the Smart PLS software. The findings reveal that swift guanxi has higher impact on stickiness, followed by enjoyment. Moreover, the effect of gamification during shopping on affective factors was also explored in the current study, where enjoyment and esthetic appeal were highly influenced. This study adopts Cognitive Evaluation Theory on Stimulus-Organism-Response Theory to build a conceptual framework of gamification features in the metaverse as a cognitive stimulus. Therefore, it is imperative to prioritize enhancing the social interaction provided to the users through vibrant social interactions during the shopping process. The study is unique in exploring the effect of cognitive factors on affective factors toward impulse buying behavior in a metaverse shopping context.
Pragha et al. (Thu,) studied this question.