IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v79y2024ics0969698924000870.html
   My bibliography  Save this article

Retailing in the metaverse: A framework of managerial considerations for success

Author

Listed:
  • Eggenschwiler, Matthias
  • Linzmajer, Marc
  • Roggeveen, Anne L.
  • Rudolph, Thomas

Abstract

Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000870
    DOI: 10.1016/j.jretconser.2024.103791
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924000870
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103791?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. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    2. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    3. Bin Kim, Woo & Jung Choo, Ho, 2023. "How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity," Journal of Business Research, Elsevier, vol. 154(C).
    4. 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).
    5. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    6. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    7. 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).
    8. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    9. 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).
    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. Teck Ming Tan & Saila Saraniemi, 2023. "Trust in blockchain-enabled exchanges: Future directions in blockchain marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 914-939, July.
    12. Tim Hilken & Ko de Ruyter & Mathew Chylinski & Dominik Mahr & Debbie I. Keeling, 2017. "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 884-905, November.
    13. Benjamin Saunders & Julius Sim & Tom Kingstone & Shula Baker & Jackie Waterfield & Bernadette Bartlam & Heather Burroughs & Clare Jinks, 2018. "Saturation in qualitative research: exploring its conceptualization and operationalization," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(4), pages 1893-1907, July.
    14. Stuart, Elnora W & Shimp, Terence A & Engle, Randall W, 1987. "Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 334-349, December.
    15. Thorsten Hennig-Thurau & Dorothea N. Aliman & Alina M. Herting & Gerrit P. Cziehso & Marc Linder & Raoul V. Kübler, 2023. "Social interactions in the metaverse: Framework, initial evidence, and research roadmap," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 889-913, July.
    Full references (including those not matched with items on IDEAS)

    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. 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).
    2. 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).
    3. 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).
    4. 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).
    5. 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).
    6. 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.
    7. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    8. 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).
    9. 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).
    10. 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.
    11. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    12. Tan, Teck Ming & Salo, Jari & Brashear Alejandro, Thomas G. & Wei-Han Tan, Garry & Ooi, Keng-Boon & Dwivedi, Yogesh K., 2024. "Guest editorial: A blockchain-based approach to marketing in the sharing economy," Journal of Business Research, Elsevier, vol. 177(C).
    13. Liyanaarachchi, Gajendra & Mifsud, Matthieu & Viglia, Giampaolo, 2024. "Virtual influencers and data privacy: Introducing the multi-privacy paradox," Journal of Business Research, Elsevier, vol. 176(C).
    14. Yogesh K. Dwivedi & Nir Kshetri & Laurie Hughes & Nripendra P. Rana & Abdullah M. Baabdullah & Arpan Kumar Kar & Alex Koohang & Samuel Ribeiro-Navarrete & Nina Belei & Janarthanan Balakrishnan & Sripa, 2023. "Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse," Information Systems Frontiers, Springer, vol. 25(5), pages 2071-2114, October.
    15. Keegan, Brendan James & McCarthy, Ian P. & Kietzmann, Jan & Canhoto, Ana Isabel, 2024. "On your marks, headset, go! Understanding the building blocks of metaverse realms," Business Horizons, Elsevier, vol. 67(1), pages 107-119.
    16. Jana, Rabin K., 2024. "Are metaverse coins more prone to geopolitical risk than traditional crypto assets?," International Review of Economics & Finance, Elsevier, vol. 93(PB), pages 436-447.
    17. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.
    18. Ahn, Suhyoung & Ellie Jin, Byoungho & Seo, Hyesim, 2024. "Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation," Journal of Business Research, Elsevier, vol. 175(C).
    19. Zhang, Yunen & Shao, Wei & Quach, Sara & Thaichon, Park & Li, Qianmin, 2024. "Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    20. Gong, Taeshik & Park, JungKun, 2023. "Effects of augmented reality technology characteristics on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(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:79:y:2024:i:c:s0969698924000870. 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.