A Mediating Effect of Customer Experience on the Relationship between Metaverse Usage and Purchase Intention: A Conceptual Development

Authors

  • Shamsul Nazrin Samsudin Universiti Teknologi Mara (UiTM), Shah Alam, Malaysia
  • Nor Irvoni Mohd Ishar Universiti Teknologi Mara (UiTM), Shah Alam, Malaysia
  • Ramayah Thurasamy Universiti Sains Malaysia (USM), Penang, Malaysia

DOI:

https://doi.org/10.56982/dream.v3i09.261

Keywords:

metaverse usage, customer experience, purchase intention, generation Z, technology acceptance model (TAM), stimulus-organism-response (S-O-R)

Abstract

This study examines the mediating effect of customer experience on the relationship between metaverse usage and purchase intention, providing a conceptual framework to understand consumer behavior within virtual environments. As the metaverse rapidly evolves into a significant platform for interaction and commerce, understanding how user engagement translates into purchasing decisions is crucial for businesses and marketers. The framework posits that metaverse usage encompasses the frequency and depth of interactions users have with virtual spaces, which significantly influences their overall customer experience. A positive customer experience is characterized by factors such as satisfaction, emotional connection, and engagement, all of which are critical in shaping consumers' purchase intentions. When users perceive their interactions in the metaverse as enjoyable and meaningful, they are more likely to develop a favorable attitude towards the brands and products featured in these environments. The study integrates insights from established models, including the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model, to highlight how various elements of the metaverse such as perceived usefulness, perceived ease of use, and perceived enjoyment which is affect customer experience. By establishing customer experience as a mediator, this research illustrates how metaverse usage not only influences direct purchasing behavior but also shapes the emotional and cognitive processes that underpin decision-making. Ultimately, this conceptual development aims to provide actionable insights for businesses looking to optimize their strategies in the metaverse. By understanding the pathways through which customer experience mediates the relationship between metaverse engagement and purchase intention, companies can create more compelling virtual experiences that foster customer loyalty and drive sales. This research contributes to the growing body of literature on digital consumer behavior, emphasizing the importance of customer experience in shaping purchasing decisions in virtual environments.

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Published

2024-10-08

How to Cite

Samsudin, S. N., Ishar, N. I. M., & Thurasamy, R. (2024). A Mediating Effect of Customer Experience on the Relationship between Metaverse Usage and Purchase Intention: A Conceptual Development. Journal of Digitainability, Realism & Mastery (DREAM), 3(09), 86–95. https://doi.org/10.56982/dream.v3i09.261