How to Promote User Purchase in Metaverse? A Systematic Literature Review on Consumer Behavior Research and Virtual Commerce Application Design

Impacts of Virtual Reality on Tourism Experience and Behavioral Intentions: Moderating Role of Novelty Seeking

Creating and delivering memorable experiences for tourists constitute the essence of tourism and tourism management. Technological developments, such as virtual reality (VR), enable tourists to achieve a more unique tourism experience by intensifying engagement and extending experience co-creation in an interactive and simulated environment. This study examines how VR influences the tourism experience and behavioral intentions associated with boundary conditions. Based on a survey in China, the results indicate significant positive relationships among VR presence, flow, tourism experience, and behavioral intentions. Novelty seeking moderates the relationship between VR enjoyment and flow. The findings of this study suggest that VR is a promising tool for tourism in the pre-travel stage.

Users' willingness to adopt metaverse drawing on flow theory: An empirical study using PLS-SEM and FsQCA

As a rapidly developing information technology in recent years, the metaverse has significantly transformed how we live, learn, and work. In order to accelerate the use of metaverse technology and promote users' acceptance of the metaverse, this study constructs an integrated model based on flow theory and use and satisfaction theory, to further explore the factors affecting users' acceptance of the metaverse. A total of 265 valid questionnaires were obtained through a situational questionnaire survey. Considering the limitations of a single analysis technique, we use two methods to analyze the data. Among them, the symmetric PLS-SEM method is mainly used to analyze the effects of single variables, while the asymmetric fsQCA method is used to analyze the combined effects of variables. The PLS-SEM results manifest that flow experience, perceived risk, and personal innovation directly influence users' acceptance of the metaverse, while perceived cost has no effect. Simultaneously, interactivity, presence, and social presence indirectly affect users' acceptance of the metaverse, while informativeness and enjoyment have no indirect effect. Significantly, fsQCA unveiled five configurations resulting in a high user acceptance of the metaverse, as well as six configurations leading to a negative acceptance. The complementary findings from PLS-SEM and fsQCA offer valuable insights for both theoretical understanding and practical implementation.

Exploring the application of ICTs in decarbonizing the agriculture supply chain: A literature review and research agenda

The contemporary agricultural supply chain necessitates the integration of information and communication technologies to effectively mitigate the multifaceted challenges posed by climate change and rising global demand for food products. Furthermore, recent developments in information and communication technologies, such as blockchain, big data analytics, the internet of things, artificial intelligence, cloud computing, etc., have made this transformation possible. Each of these technologies plays a particular role in enabling the agriculture supply chain ecosystem to be intelligent enough to handle today's world's challenges. Thus, this paper reviews the crucial information and communication technologies-enabled agriculture supply chains to understand their potential uses and contemporary developments. The review is supported by 57 research papers from the Scopus database. Five research areas analyze the applications of the technology reviewed in the agriculture supply chain: food safety and traceability, security and information system management, wasting food, supervision and tracking, agricultural businesses and decision-making, and other applications not explicitly related to the agriculture supply chain. The study also emphasizes how information and communication technologies can help agriculture supply chains and promote agriculture supply chain decarbonization. An information and communication technologies application framework for a decarbonized agriculture supply chain is suggested based on the research's findings. The framework identifies the contribution of information and communication technologies to decision-making in agriculture supply chains. The review also offers guidelines to academics, policymakers, and practitioners on managing agriculture supply chains successfully for enhanced agricultural productivity and decarbonization.

Factors affecting metaverse adoption in education: A systematic review, adoption framework, and future research agenda

The Metaverse, underpinned by its technical infrastructure, heavily relies on user engagement and behavior for successful integration into educational settings. Understanding its driving factors is essential for such a platform to transition from theory to practice, especially in educational settings. However, these factors remain elusive due to inconsistencies in infrastructure and environments. Therefore, this systematic review aims to fill this void by presenting an integrative view on Metaverse adoption in education. This is achieved via three primary dimensions: establishing a taxonomy of the factors influencing Metaverse adoption in education, proposing a framework for Metaverse adoption, and suggesting future research trajectories in this domain. The review systematically classifies the influential factors into four distinct categories: psychological and motivational factors, quality factors, social factors, and inhibiting factors. The proposed framework provides a structured approach for future studies investigating the Metaverse adoption in educational settings. The proposed framework also emphasizes that educational institutions should not only consider the technical prerequisites but also the social, psychological, and motivational aspects of the Metaverse. The study also pinpoints several critical research agendas to enhance our understanding of Metaverse adoption in education. The insights from this review are invaluable for educational institutions, policymakers, developers, and researchers, significantly enriching the emerging field of Metaverse adoption.

Is there any way to increase consumers' purchase intention regarding surplus food blind-boxes? An exploratory study

As an emerging business model, merchants are selling surplus food in blind boxes, which provides new opportunities for reducing waste and promoting sustainable development. Surplus food blind boxes, however, have not been extensively researched in terms of design and marketing strategies. Therefore, we are examining how to increase consumers' purchase intention regarding surplus food blind boxes as well as the relationship between purchase intention, continuous intention, and recommendation intention. In this paper, two studies are conducted. As part of study 1, We used factor analysis to explore the reasons that influence consumers to purchase. In study 2, we utilized structural equation modeling to examine the impact of purchase intention on continuous intention and recommendation intention. Results indicate that food quality, perceived sustainability, and conspicuous consumption are the most important positive factors. The most important negative factors are perceived food risk, resistance to sales techniques, taste anxiety, and inadequate marketing strategies. Based on our findings, we constructed a path relationship between purchase intention, continuous intention, and recommendation intention. The purchase intention of the surplus food blind box users directly influences the recommendation intention and the continuous intention, while the recommendation intention indirectly influences the continuous intention. This study did not demonstrate that gender had a moderating effect. Meanwhile, it provides a reference for the actual marketing management of surplus food blind box merchants.

Exploring the intersection of sustainable consumption and the Metaverse: A review of current literature and future research directions

This study aims to analyze the intersection between the Metaverse and sustainable consumption by examining and reviewing 21 journal articles and to identify future research directions for studies in this domain. The review identifies five domains of literature in the field, namely smart cities, social sustainability, tourism, education, and sustainable marketing. Our findings suggest that these areas offer valuable insights for sustainable consumption in the Metaverse. The authors highlight the need for a comprehensive understanding of the economic and environmental impacts of the Metaverse on sustainable consumption. Finally, the study identifies future research directions, including a better understanding of consumer behavior, policy considerations, motivations in the Metaverse and the role of technology in promoting sustainable consumption. This study contributes to the emerging field of Metaverse and sustainable consumption by providing an overview of the current domains of literature in the field.

A study of the purchase intention of insect protein food as alternative foods for fitness proteins

The purpose of this study is to investigate the influencing factors for fitness enthusiasts' willingness to purchase insect protein foods as fitness protein replacements. Using structural equation modeling, a model was developed to understand the factors influencing the purchase intention of insect alternative foods. We conducted an online survey of 968 fitness enthusiasts in China. In accordance with the data processing results, perceived value appears to be one of the most significant factors that contribute to consumers' purchase intention, attitude, and satisfaction with their purchase decisions. Furthermore, satisfaction has the potential to improve user attitudes and increase user purchase intentions. As a whole, this study extends research on insect protein alternatives as a potential alternative product for bodybuilding supplements. Moreover, make some recommendations to producers, designers, and promoters.

Immersive and desktop virtual reality in virtual fashion stores: a comparison between shopping experiences

With the high growth and prosperity of e-commerce, the retail industry needs to explore new technologies that improve digital shopping experiences. In the current technological scenario, Virtual Reality (VR) emerges as a tool and an opportunity for enhancing shopping activities, especially for the fashion industry. This study explores whether using Immersive Virtual Reality (IVR) technologies enhances the shopping experience in the fashion industry compared to Desktop Virtual Reality (DVR). A within-subject experiment was carried out involving a sample of 60 participants who completed a simulated shopping experience. In the first mode (DVR), a desktop computer setup was used to test the shopping experience using a mouse and keyboard for navigation. The second mode (IVR) exploited a Head-Mounted Display (HMD), and controllers, that allowed navigation while seated on a workstation to avoid sickness. Participants had to find a bag in the virtual shop and explore its features until they were ready to purchase it. Post-hoc measures of time duration of the shopping experience, hedonic and utilitarian values, user experience, and cognitive load were compared. Results showed that participants experienced higher hedonism and utilitarianism in the IVR shop compared to DVR. The cognitive load was comparable in both modes, while user experience was higher in IVR. In addition, the time duration of the shopping experience was higher in IVR, where users stayed immersed and enjoyed it for longer. This study has implications for fashion industry research, as the use of IVR can potentially lead to novel shopping patterns by enhancing the shopping experience.

Supplementary Information

The online version contains supplementary material available at 10.1007/s10055-023-00806-y.

How Avatar Identification Affects Enjoyment in the Metaverse: The Roles of Avatar Customization and Social Engagement

Despite growing interest in studying the metaverse, a theory-driven investigation into the factors that contribute to an enjoyable metaverse experience remains scarce. The current study examined the impacts of avatar identification, social engagement, and avatar customization on users' enjoyment of the metaverse based on the impression management theory. A total of 301 metaverse users were recruited for the study. The hypothesized models of mediation effect of social engagement and moderation effect of avatar customization were tested between avatar identification and enjoyment. Results indicated that social engagement mediates the relationship between avatar identification and enjoyment in metaverse participation. Furthermore, the significant moderation effect implied that the degree of avatar customization affected the relationship between avatar identification and enjoyment in the metaverse. Empirical evidence from this study contributes to theorizing the transformative role of social engagement and conditional effects based on avatar customization in shaping a positive emotion (i.e., enjoyment) from a metaverse experience. The findings allow researchers and practitioners to gain an initial understanding of the factors contributing to a favorable metaverse experience.

Influential Factors in the Design and Development of a Sustainable Web3/Metaverse and Its Applications

This paper summarizes the work of many different authors, industries, and countries by introducing important and influential factors that will help in the development, successful adoption, and sustainable use of the Web3/metaverse and its applications. We introduce a few important factors derived from the current state-of-the-art literature, including four essential elements including (1) appropriate decentralization, (2) good user experience, (3) appropriate translation and synchronization to the real world, and (4) a viable economy, which are required for appropriate implementation of a metaverse and its applications. The future of Web3 is all about decentralization, and blockchain can play a significant part in the development of the Metaverse. This paper also sheds light on some of the most relevant open issues and challenges currently facing the Web3/metaverse and its applications, with the hope that this discourse will help to encourage the development of appropriate solutions.

The rising trend of Metaverse in education: challenges, opportunities, and ethical considerations

Metaverse is invading the educational sector and will change human-computer interaction techniques. Prominent technology executives are developing novel ways to turn the Metaverse into a learning environment, considering the rapid growth of technology. Since the COVID-19 outbreak, people have grown accustomed to teleworking, telemedicine, and numerous other forms of distance interaction. Recently, the Metaverse has been the focus of many educators. With Facebook's statement that it was rebranding and promoting itself as Meta, this field saw a surge in interest in the areas of computer science and education. There is a literature gap in studying the Metaverse's role in education. This article is a systematic review following the PRISMA framework that reviews the role of the Metaverse in education to shrink the literature gap. It presents various educational uses to aid future research in this field. Additionally, it demonstrates how enabling technologies like extended reality (XR) and the internet of everything (IoE) will significantly impact educational services in the Metaverses of the future of teaching and learning. The article also outlines key challenges, ethical issues, and potential threats to using the Metaverse for education to offer a road map for future research that will investigate how the Metaverse will improve learning and teaching experiences.

Motivation in the metaverse: A dual-process approach to consumer choices in a virtual reality supermarket

Introduction

Consumer decision-making processes involve a complex interrelation between perception, emotion, and cognition. Despite a vast and diverse literature, little effort has been invested in investigating the neural mechanism behind such processes.

Methods

In the present work, our interest was to investigate whether asymmetrical activation of the frontal lobe of the brain could help to characterize consumer's choices. To obtain stronger experimental control, we devised an experiment in a virtual reality retail store, while simultaneously recording participant brain responses using electroencephalogram (EEG). During the virtual store test, participants completed two tasks; first, to choose items from a predefined shopping list, a phase we termed as "planned purchase". Second, subjects were instructed that they could also choose products that were not on the list, which we labeled as "unplanned purchase." We assumed that the planned purchases were associated with a stronger cognitive engagement, and the second task was more reliant on immediate emotional responses.

Results

By analyzing the EEG data based on frontal asymmetry measures, we find that frontal asymmetry in the gamma band reflected the distinction between planned and unplanned decisions, where unplanned purchases were accompanied by stronger asymmetry deflections (relative frontal left activity was higher). In addition, frontal asymmetry in the alpha, beta, and gamma ranges illustrate clear differences between choices and no-choices periods during the shopping tasks.

Discussion

These results are discussed in light of the distinction between planned and unplanned purchase in consumer situations, how this is reflected in the relative cognitive and emotional brain responses, and more generally how this can influence research in the emerging area of virtual and augmented shopping.

Public perceptions of digital fashion: An analysis of sentiment and Latent Dirichlet Allocation topic modeling

Since digital technology has had a significant impact on the fashion industry, digital fashion has become a hot topic in today's society. Currently, research on digital fashion is focused on the transformation of enterprise marketing strategies and the discussion of digital technology. Despite this, the current study does not include an analysis of the audience's emotional and cognitive responses to digital fashion on social networking platforms. A comprehensive analysis and discussion of 52,891 posts about digital fashion and virtual fashion published on social networking sites was conducted using k-means clustering analysis, Latent Dirichlet Allocation (LDA) topic modeling, and sentiment analysis in this study. The study examines the public's perception and hot topics about digital fashion, as well as the industry's development situation and trends. According to the findings, both positive and neutral emotions accompany the public's attitude toward digital fashion. There is a wide range of topics covered in the discussion. Innovations in digital technology have impacted the creation of jobs, talent demand, marketing strategies, profit forms, and industrial chain innovation of fashion-related businesses. Researchers in related fields will find this study useful not only as a reference for research methods and directions, but also as a source of references for research methodology. A case study and data reference will also be provided to industry practitioners.

The metaverse in education: Definition, framework, features, potential applications, challenges, and future research topics

The declaration of the COVID-19 pandemic forced humanity to rethink how we teach and learn. The metaverse, a 3D digital space mixed with the real world and the virtual world, has been heralded as a trend of future education with great potential. However, as an emerging item, rarely did the existing study discuss the metaverse from the perspective of education. In this paper, we first introduce the visions of the metaverse, including its origin, definitions, and shared features. Then, the metaverse in education is clearly defined, and a detailed framework of the metaverse in education is proposed, along with in-depth discussions of its features. In addition, four potential applications of the metaverse in education are described with reasons and cases: blended learning, language learning, competence-based education, and inclusive education. Moreover, challenges of the metaverse for educational purposes are also presented. Finally, a range of research topics related to the metaverse in education is proposed for future studies. We hope that, via this research paper, researchers with both computer science and educational technology backgrounds could have a clear vision of the metaverse in education and provide a stepping stone for future studies. We also expect more researchers interested in this topic can commence their studies inspired by this paper.

Meet Your Digital Twin in Space? Profiling International Expat’s Readiness for Metaverse Space Travel, Tech-Savviness, COVID-19 Travel Anxiety, and Travel Fear of Missing Out

The metaverse promises an unimaginable future for digital travelers by enabling them to gain unique experiences (e.g., space travel) that would otherwise be impossible in non-virtual reality. Moreover, COVID-19 travel anxiety has triggered growing interest in virtual environments (e.g., metaverse travel) in the aftermath of the pandemic. The cost-conscious and tech-savvy behavior of travelers has been resurrected in the ‘new normal’; however, the fear of missing out (FOMO) is now dictating travelers’ choices for newness, immersive and rewarding travel experiences. To address these emerging trends, promising new technologies, and untested relationships, the present study explored the effects of COVID-19 travel anxiety on the readiness for metaverse space travel. In addition, the moderating influence of tech savviness and travel FOMO was tested on this relationship. Drawing on data of international expats (N = 386) in UAE, the finding based on structural equation modeling (SEM) revealed that the international expat’s readiness for metaverse space travel is positively influenced by their COVID-19 travel anxiety. Moreover, expats with high tendencies of travel FOMO and tech savviness will experience a stronger impact of COVID-19 travel anxiety on their readiness for metaverse space travel. These novel findings guided by prominent theories (e.g., self-determination, SOR, and protection motivation) offer new insights for policy makers and practitioners to strategically achieve digital-tourism transformation and sustainability through emerging and immersive metaverse technologies.

Tourism Using Virtual Reality: Media Richness and Information System Successes

Due to the COVID-19 pandemic outbreak, borders were closed, cities were blocked, and individuals went into quarantine. The market size of the tourism industry in 2020 declined by more than 70% compared to the previous year, regressing to the size it was 30 years ago. This does not mean that people’s needs for tourism have decreased. People started to use virtual reality technologies to get the experience of sightseeing even if they could not go directly to tourist attractions. Prior studies found that virtual reality technology is effective for online shopping and gaming contexts. However, there are insufficient studies investigating the effect of using virtual reality for tourism content. Therefore, this study attempts to verify how the media richness of virtual reality tourism content elicits various reactions from potential tourists in terms of perceived usefulness, perceived enjoyment, satisfaction, destination visit intention, and positive word-of-mouth intention. The purpose of this study is to verify how virtual reality tourism content increases the destination visit intention after the COVID-19 pandemic. Based on media richness theory and the information system success model, a hypothesis was developed. One hundred and eighty-two data were gathered from potential tourists who were in quarantine by performing an online scenario survey that used quasi-experiment methods. Data were analyzed with a PLS algorithm. The results indicate that media richness of tourism content using virtual reality significantly increased perceived usefulness and perceived enjoyment. It could significantly increase satisfaction, destination visit intention, and positive word-of-mouth intention. The results of this study explain how information technology can be used in the tourism industry, and they provide suggestions on why tourism content using virtual reality can be useful for attracting tourists, and what experiences it can provide tourists.

Metaverse-Powered Experiential Situational English-Teaching Design: An Emotion-Based Analysis Method

Metaverse is to build a virtual world that is both mapped and independent of the real world in cyberspace by using the improvement in the maturity of various digital technologies, such as virtual reality (VR), augmented reality (AR), big data, and 5G, which is important for the future development of a wide variety of professions, including education. The metaverse represents the latest stage of the development of visual immersion technology. Its essence is an online digital space parallel to the real world, which is becoming a practical field for the innovation and development of human society. The most prominent advantage of the English-teaching metaverse is that it can provide an immersive and interactive teaching field for teachers and students, simultaneously meeting the teaching and learning needs of teachers and students in both the physical world and virtual world. This study constructs experiential situational English-teaching scenario and convolutional neural networks (CNNs)–recurrent neural networks (RNNs) fusion models are proposed to recognize students’ emotion electroencephalogram (EEG) in experiential English teaching during the feature space of time domain, frequency domain, and spatial domain. Analyzing EEG data collected by OpenBCI EEG Electrode Cap Kit from students, experiential English-teaching scenario is designed into three types: sequential guidance, comprehensive exploration, and crowd-creation construction. Experimental data analysis of the three kinds of learning activities shows that metaverse-powered experiential situational English teaching can promote the improvement of students’ sense of interactivity, immersion, and cognition, and the accuracy and analysis time of CNN–RNN fusion model is much higher than that of baselines. This study can provide a nice reference for the emotion recognition of students under COVID-19.

Achieving Semantic Consistency for Multilingual Sentence Representation Using an Explainable Machine Natural Language Parser (MParser)

In multilingual semantic representation, the interaction between humans and computers faces the challenge of understanding meaning or semantics, which causes ambiguity and inconsistency in heterogeneous information. This paper proposes a Machine Natural Language Parser (MParser) to address the semantic interoperability problem between users and computers. By leveraging a semantic input method for sharing common atomic concepts, MParser represents any simple English sentence as a bag of unique and universal concepts via case grammar of an explainable machine natural language. In addition, it provides a human and computer-readable and -understandable interaction concept to resolve the semantic shift problems and guarantees consistent information understanding among heterogeneous sentence-level contexts. To evaluate the annotator agreement of MParser outputs that generates a list of English sentences under a common multilingual word sense, three expert participants manually and semantically annotated 75 sentences (505 words in total) in English. In addition, 154 non-expert participants evaluated the sentences’ semantic expressiveness. The evaluation results demonstrate that the proposed MParser shows higher compatibility with human intuitions.