Acceptance of the metaverse: a laboratory experiment on augmented and virtual reality shopping

• DOI: 10.1108/intr-05-2022-0334
• Publication Date: 2024-01-29T10:59:23Z
• Authors: Nannan Xi; Juan Chen; Filipe Gama; Henry Korkeila; Juho Hamari
• Keywords: Metaverse; Brick and mortar

Purpose In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual and AR (augmented reality), particularly retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due their shortcomings usability, wearability, graphical fidelity, etc. This study aims address the research gap by experimentally examining acceptance of metaverse shopping. Design/methodology/approach conducts a 2 (VR: with vs. without) × (AR: between-subjects laboratory experiment involving 157 participants simulated daily shopping environments. builds physical brick-and-mortar store at campus stocked it approximately 600 products accompanying product information pricing. The devices 3D laser scanner were used constructing three conditions. Findings Results indicate that can comparable to, or even surpassing, traditional terms its instrumental hedonic aspects, regardless slightly reduced perception usability. negatively affected perceived ease use, while significantly increased enjoyment. It surprising lower use appeared be disconnected from attitude toward Originality/value provides important experimental evidence on shopping, finding low may not always detrimental adds theory technology adoption whole. Additionally, reference point for future randomized controlled studies exploring effects adoption.