Unveiling virtual interactive marketplaces: Shopping motivations in the Metaverse through the lens of uses and gratifications theory
研究基于使用与满足理论，调查了1220名Z世代消费者在元宇宙中的购物动机，发现信息寻求、感知愉悦、逃避现实、社交互动、沉浸感和个性化正向影响购物意向，而感知风险负向影响，且技术创新性调节购物意向与实际使用的关系。
The emergence of Metaverse has transformed the consumer shopping experience. This novel e-commerce platform offers a fresh approach to shopping, with Generation Z primarily exploring this innovative technology. Our research examines shopping within the Metaverse by developing a model based on the ’Uses and Gratifications Theory’ and Metaverse-related factors. A total of 1220 Gen Z consumers were surveyed, and data was collected using a structured questionnaire. Further, analysis of collected data was done using PLS-SEM. The results reveal that information seeking, perceived enjoyment, escapism, social interaction, sense of immersion, and personalization influence the shopping intention in the Metaverse, and perceived risk negatively influences the shopping intention of consumers. Further, shopping intention influences the potential use of Metaverse for shopping, and this relationship is moderated by technological innovativeness. This investigation into the adoption of the Metaverse for retail purposes augments the current Metaverse research and enhances the uses and gratifications theory within the Metaverse domain. Metaverse e-commerce professionals, including managers and developers, can acquire valuable perspectives on consumer shopping tendencies in the Metaverse from this study.