How the Metaverse is Reshaping Multichannel Retail Through Balancing Complementarity and Substitution
研究了多渠道零售商采用扩展现实（XR）在线门户对线下门店业绩的动态影响，发现XR采用会动态改变线下交易量，且效果因XR类型和门店密度而异，为零售商优化渠道结构提供参考。
Although the metaverse can offer a fusion of physical and virtual shopping experiences, there is no consensus on how multichannel retailers can capitalize on this trend by adopting extended reality (XR) online portals. Therefore, we seek to investigate the dynamic influence of XR adoption on offline store performance from the perspective of multichannel retailers. The current study also considers the boundary conditions of the XR type and offline store density. We examined 667 multichannel retailers, with data sources combining online and offline information from 2019 to 2022, resulting in 11,643 monthly retailer-level observations. Applying staggered difference-in-differences models reveals that XR adoption dynamically affects offline store transactions. Furthermore, the effects of XR vary across XR type and offline store density. We aim to provide management implications for multichannel retailers wishing to optimize their channel structures by adopting XR while jumping into the metaverse.