IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004356.html
   My bibliography  Save this article

Metaverse integration challenges: An in-depth ISM and MICMAC analysis

Author

Listed:
  • Mkedder, Nadjim
  • Das, Manish

Abstract

Though metaverse is gaining popularity as a highly interactive, immersive, and collaborative 3D virtual environment having the potential to enhance consumer experience in multiple spheres of life, its adoption significantly depends on resolving the consumer perceived adoption barriers. Through a thorough examination of the extensive literature on metaverse and with the assistance of domain experts from academia and industry, this study identifies nine key adoption barriers and presented a five-layered interpretive structure representing the causal relationship between these barriers using Interpretive Structural Modeling (ISM) and Matrice d'Impacts Croisés Multiplication Appliquée à un Classement (MICMAC) as methodological approaches. While telepresence, privacy and security, culture, unfamiliarity with metaverse technology, regulations ambiguity, payment method, ethical considerations, perceived cost, and lack of immersive platforms are identified as key barriers; culture and unfamiliarity with metaverse technology are identified as the most influential adoption barriers for metaverse. Metaverse design must take into account these barriers for acceptance of this platform.

Suggested Citation

  • Mkedder, Nadjim & Das, Manish, 2024. "Metaverse integration challenges: An in-depth ISM and MICMAC analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004356
    DOI: 10.1016/j.jretconser.2023.103684
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004356
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103684?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Park, Hyejune & Lim, Rachel Esther, 2023. "Fashion and the metaverse: Clarifying the domain and establishing a research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Jaung, Wanggi, 2022. "Digital forest recreation in the metaverse: Opportunities and challenges," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    3. Kim, Do Yuon & Lee, Ha Kyung & Chung, Kyunghwa, 2023. "Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    5. Vidal-Tomás, David, 2022. "The new crypto niche: NFTs, play-to-earn, and metaverse tokens," Finance Research Letters, Elsevier, vol. 47(PB).
    6. Chowdhury, Nighat Afroz & Ali, Syed Mithun & Mahtab, Zuhayer & Rahman, Towfique & Kabir, Golam & Paul, Sanjoy Kumar, 2019. "A structural model for investigating the driving and dependence power of supply chain risks in the readymade garment industry," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 102-113.
    7. Aharon, David Y. & Demir, Ender & Siev, Smadar, 2022. "Real returns from unreal world? Market reaction to Metaverse disclosures," Research in International Business and Finance, Elsevier, vol. 63(C).
    8. Aadarsh Poduval & Maruti Sriram Ayyagari & Mohit Malinda & Vimal K.E.K & Anil Kumar & Jayakrishna Kandasamy, 2022. "Barriers in repurposing an existing manufacturing plant: a total interpretive structural modeling (TISM) approach," Operations Management Research, Springer, vol. 15(3), pages 1315-1340, December.
    9. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    10. Yoo, Kiwoong & Welden, Roman & Hewett, Kelly & Haenlein, Michael, 2023. "The merchants of meta: A research agenda to understand the future of retailing in the metaverse," Journal of Retailing, Elsevier, vol. 99(2), pages 173-192.
    11. A. Koohang & J.H. Nord & K.-B. Ooi & G.W.-H. Tan & M. Al-Emran & E.C.-X. Aw & A.M. Baabdullah & D. Buhalis & T.-H. Cham & C. Dennis & Vincent Dutot & Yogesh K. Dwivedi & L. Hughes & E. Mogaji & N. Pan, 2023. "Shaping the Metaverse into Reality: A Holistic Multidisciplinary Understanding of Opportunities, Challenges, and Avenues for Future Investigation," Post-Print hal-04292613, HAL.
    12. Teck Ming Tan & Jari Salo, 2023. "Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights," Journal of Business Ethics, Springer, vol. 183(4), pages 1113-1140, April.
    13. Pookulangara, Sanjukta & Koesler, Kristian, 2011. "Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 348-354.
    14. Arpaci, Ibrahim & Karatas, Kasim & Kusci, Ismail & Al-Emran, Mostafa, 2022. "Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 71(C).
    15. Khan, Imran & Rahman, Zillur, 2015. "Brand experience anatomy in retailing: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 60-69.
    16. Jebarajakirthy, Charles & Das, Manish, 2020. "How self-construal drives intention for status consumption: A moderated mediated mechanism," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    17. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Vidal-Tomás, David, 2023. "The illusion of the metaverse and meta-economy," International Review of Financial Analysis, Elsevier, vol. 86(C).
    19. Golf-Papez, Maja & Heller, Jonas & Hilken, Tim & Chylinski, Mathew & de Ruyter, Ko & Keeling, Debbie I. & Mahr, Dominik, 2022. "Embracing falsity through the metaverse: The case of synthetic customer experiences," Business Horizons, Elsevier, vol. 65(6), pages 739-749.
    20. Avinash, A. & Sasikumar, P. & Murugesan, A., 2018. "Understanding the interaction among the barriers of biodiesel production from waste cooking oil in India- an interpretive structural modeling approach," Renewable Energy, Elsevier, vol. 127(C), pages 678-684.
    21. Rana, Nripendra P. & Barnard, Daniel J. & Baabdullah, Abdullah M.A. & Rees, Daniel & Roderick, Sian, 2019. "Exploring barriers of m-commerce adoption in SMEs in the UK: Developing a framework using ISM," International Journal of Information Management, Elsevier, vol. 44(C), pages 141-153.
    22. Belk, Russell & Humayun, Mariam & Brouard, Myriam, 2022. "Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets," Journal of Business Research, Elsevier, vol. 153(C), pages 198-205.
    23. Deepak Mathivathanan & K. Mathiyazhagan & Nripendra P. Rana & Sangeeta Khorana & Yogesh K. Dwivedi, 2021. "Barriers to the adoption of blockchain technology in business supply chains: a total interpretive structural modelling (TISM) approach," International Journal of Production Research, Taylor & Francis Journals, vol. 59(11), pages 3338-3359, June.
    24. Isaac Cheah & Anwar Sadat Shimul, 2023. "Marketing in the metaverse: Moving forward – What’s next?," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(1), pages 1-10, January.
    25. Belton, Valerie & Gear, Tony, 1983. "On a short-coming of Saaty's method of analytic hierarchies," Omega, Elsevier, vol. 11(3), pages 228-230.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mkedder, Nadjim & Jain, Varsha & Salunke, Parth, 2024. "Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Di, Kaisheng & Chen, Weidong & Shi, Qiumei & Cai, Quanling & Liu, Sichen, 2024. "Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Ming Chi & Yanli Chen & Yongshun Xu & Yuetong Wu, 2024. "Modelling barriers to metaverse adoption in the hospitality and tourism industry," Information Technology & Tourism, Springer, vol. 26(4), pages 711-743, December.
    4. Gupta, Rohit & Rathore, Bhawana & Biswas, Baidyanath & Jaiswal, Mahadeo & Singh, Raunak Kumar, 2024. "Are we ready for metaverse adoption in the service industry? Theoretically exploring the barriers to successful adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Aiolfi, Simone & Luceri, Beatrice, 2024. "See you on the Metaverse: A bibliometric expedition through the Metaverse landscape," Technological Forecasting and Social Change, Elsevier, vol. 207(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mkedder, Nadjim & Jain, Varsha & Salunke, Parth, 2024. "Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Lim, Weng Marc & Kumar, Satish & Donthu, Naveen, 2024. "How to combine and clean bibliometric data and use bibliometric tools synergistically: Guidelines using metaverse research," Journal of Business Research, Elsevier, vol. 182(C).
    3. Mehrotra, Ankit & Agarwal, Reeti & Khalil, Ashraf & Alzeiby, Ebtesam Abdullah & Agarwal, Vaishali, 2024. "Nitty-gritties of customer experience in metaverse retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Aysan, Ahmet Faruk & Gozgor, Giray & Nanaeva, Zhamal, 2024. "Technological perspectives of Metaverse for financial service providers," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    5. Eggenschwiler, Matthias & Linzmajer, Marc & Roggeveen, Anne L. & Rudolph, Thomas, 2024. "Retailing in the metaverse: A framework of managerial considerations for success," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Dwivedi, Yogesh K. & Balakrishnan, Janarthanan & Mishra, Anubhav & Bock, Koen W. De & Al-Busaidi, Adil S., 2024. "The role of embodiment, experience, and self-image expression in creating continuance intention in the metaverse," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    7. Aysan, Ahmet Faruk & Batten, Jonathan & Gozgor, Giray & Khalfaoui, Rabeh & Nanaeva, Zhamal, 2024. "Metaverse and financial markets: A quantile-time-frequency connectedness analysis," Research in International Business and Finance, Elsevier, vol. 72(PB).
    8. Bilgihan, Anil & Leong, Aliana Man Wai & Okumus, Fevzi & Bai, Jingyi, 2024. "Proposing a metaverse engagement model for brand development," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    9. Roberto Bruni & Annarita Colamatteo & Dušan Mladenović, 2024. "How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities," Electronic Commerce Research, Springer, vol. 24(2), pages 965-982, June.
    10. Ghosh, Indranil & Alfaro-Cortés, Esteban & Gámez, Matías & García-Rubio, Noelia, 2024. "Reflections of public perception of Russia-Ukraine conflict and Metaverse on the financial outlook of Metaverse coins: Fresh evidence from Reddit sentiment analysis," International Review of Financial Analysis, Elsevier, vol. 93(C).
    11. Rabab Ali Abumalloh & Mehrbakhsh Nilashi & Keng Boon Ooi & Garry Wei-Han & Tat-Huei Cham & Yogesh K. Dwivedi & Laurie Hughes, 2024. "The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment," Annals of Operations Research, Springer, vol. 342(1), pages 5-46, November.
    12. Kumar, Aman & Shankar, Amit & Nayal, Preeti, 2024. "Metaverse is not my cup of tea! An investigation into how personality traits shape metaverse usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    13. Davies, Jennifer & Sharifi, Hossein & Lyons, Andrew & Forster, Rick & Elsayed, Omar Khaled Shokry Mohamed, 2024. "Non-fungible tokens: The missing ingredient for sustainable supply chains in the metaverse age?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 182(C).
    14. Mohammad (Behdad) Jamshidi & Arash Dehghaniyan Serej & Alireza Jamshidi & Omid Moztarzadeh, 2023. "The Meta-Metaverse: Ideation and Future Directions," Future Internet, MDPI, vol. 15(8), pages 1-31, July.
    15. Ghali, Zohra & Rather, Raouf Ahmad & Khan, Imran, 2024. "Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    16. Aysan, Ahmet Faruk & Batten, Jonathan A. & Gozgor, Giray & Khalfaoui, Rabeh & Nanaeva, Zhamal, 2023. "Twitter matters for metaverse stocks amid economic uncertainty," Finance Research Letters, Elsevier, vol. 56(C).
    17. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    18. Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Collaborative driving mode of sustainable marketing and supply chain management supported by metaverse technology," LSE Research Online Documents on Economics 121160, London School of Economics and Political Science, LSE Library.
    19. Kim, Jungkeun & Cho, Areum & Lee, Daniel Chaein & Park, Jooyoung & Kim, Aekyoung & Jhang, Jihoon & Kim, Changju, 2025. "Consumer preferences for the visual presentation of non-fungible tokens (NFTs) of luxury products: the role of perceived authenticity," LSE Research Online Documents on Economics 126230, London School of Economics and Political Science, LSE Library.
    20. Zhang, Xu & Naeem, Muhammad Abubakr & Du, Yuting & Rauf, Abdul, 2024. "Examining the bidirectional ripple effects in the NFT markets: Risky center or hedging center?," Journal of Behavioral and Experimental Finance, Elsevier, vol. 41(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004356. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.