Metaverse’s Virtual Reality and its impact on the buying behavior – an Empirical Study

Autor(en)
Valerie Busse, Christine Strauss
Abstrakt

Metaverse represents a novel iteration of the future internet which currently features various technologies. This makes the scope of applications extremely broad. An important B2C application refers to online shopping. A survey is conducted to analyze the possible influence of the attitude-behavior relationship of buyer behavior. Based on the classic behavioral perspective model of purchase and consumption (BPM model) eight hypotheses have been developed. The survey (i) investigates to what extent a selected part of the Metaverse, namely virtual reality (VR), affects the buyer behavior based on the BPM according to Foxall, and (ii) provide insights into the changed buyer behavior of digital natives aged between 20 and 25 years.

Organisation(en)
Institut für Marketing und International Business
Externe Organisation(en)
Hochschule für angewandte Wissenschaften München
Seiten
426-435
Anzahl der Seiten
10
Publikationsdatum
2023
Peer-reviewed
Ja
ÖFOS 2012
502007 E-Commerce, 502019 Marketing, 102026 Virtual Reality
Schlagwörter
ASJC Scopus Sachgebiete
Computer Science(all)
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/metaverses-virtual-reality-and-its-impact-on-the-buying-behavior--an-empirical-study(ad2ff9eb-351e-4e5c-938e-282a3a8a69db).html