Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience
The Metaverse is a pervasive expression of technological culture with global implications. Entrepreneurs, investors, intellectuals, and business leaders have all made an effort to establish a presence in the metaverse by promoting its e-commerce, virtual trade, social engagement, entertainment, and,...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2025-12-01
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| Series: | Sustainable Futures |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666188825005878 |
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| author | Wasim Ahmad Zhang Yanping Ayesha Zaheer Abbasi Muhammad Tasnim Khan Abdul Waheed Muhammad Qayyum |
| author_facet | Wasim Ahmad Zhang Yanping Ayesha Zaheer Abbasi Muhammad Tasnim Khan Abdul Waheed Muhammad Qayyum |
| author_sort | Wasim Ahmad |
| collection | DOAJ |
| description | The Metaverse is a pervasive expression of technological culture with global implications. Entrepreneurs, investors, intellectuals, and business leaders have all made an effort to establish a presence in the metaverse by promoting its e-commerce, virtual trade, social engagement, entertainment, and, above all, financial prospects. This study employed S. O. R. theory as the theoretical foundation and proposed four stimuli factors (e.g., telepresence; perceived expertise, avatar ownership, perceived personalization), and conceptualized consumer flow experience as an organism and the response are consumers purchase intentions in the metaverse. Data from 280 respondents was collected through online questionnaires and analyzed using the smart-PLS and structural equation modeling approach. Study results indicates that telepresence, perceived expertise, avatar ownership and perceived personalization have positive and significant direct influence on consumer flow experience, which ultimate enhance the consumers intentions towards shopping in the metaverse. Furthermore, consumer flow experience has positive direct influence on metaverse purchase intention. Also, it confirmed a positive relationship between telepresence, perceived expertise, avatar ownership, perceived personalization, and metaverse purchase intention via the mediation of consumer flow experience. Convenience orientation positively moderating between the relationship of consumer flow experience and metaverse purchase intention. |
| format | Article |
| id | doaj-art-4498d5abe04644948ee3c6eac48fc79c |
| institution | DOAJ |
| issn | 2666-1888 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Sustainable Futures |
| spelling | doaj-art-4498d5abe04644948ee3c6eac48fc79c2025-08-20T03:12:31ZengElsevierSustainable Futures2666-18882025-12-011010102310.1016/j.sftr.2025.101023Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experienceWasim Ahmad0Zhang Yanping1Ayesha Zaheer Abbasi2Muhammad Tasnim Khan3Abdul Waheed4Muhammad Qayyum5School of Economics and Statistics, Guangzhou University, Guangzhou, PR ChinaSchool of Management, Guangzhou University, Guangzhou, China; Corresponding author.School of Education, Guangzhou University, China; Corresponding author.Dr Hassan Murad School of Management, University of Management and Technology Lahore, PakistanDr Hasan Murad School of Management (HSM), University of Management and Technology, Lahore, PakistanSchool of Economics and Statistics, Guangzhou University, Guangzhou, PR ChinaThe Metaverse is a pervasive expression of technological culture with global implications. Entrepreneurs, investors, intellectuals, and business leaders have all made an effort to establish a presence in the metaverse by promoting its e-commerce, virtual trade, social engagement, entertainment, and, above all, financial prospects. This study employed S. O. R. theory as the theoretical foundation and proposed four stimuli factors (e.g., telepresence; perceived expertise, avatar ownership, perceived personalization), and conceptualized consumer flow experience as an organism and the response are consumers purchase intentions in the metaverse. Data from 280 respondents was collected through online questionnaires and analyzed using the smart-PLS and structural equation modeling approach. Study results indicates that telepresence, perceived expertise, avatar ownership and perceived personalization have positive and significant direct influence on consumer flow experience, which ultimate enhance the consumers intentions towards shopping in the metaverse. Furthermore, consumer flow experience has positive direct influence on metaverse purchase intention. Also, it confirmed a positive relationship between telepresence, perceived expertise, avatar ownership, perceived personalization, and metaverse purchase intention via the mediation of consumer flow experience. Convenience orientation positively moderating between the relationship of consumer flow experience and metaverse purchase intention.http://www.sciencedirect.com/science/article/pii/S2666188825005878MetaverseTelepresencePerceived expertiseAvatar ownershipPerceived personalizationConsumer flow experience |
| spellingShingle | Wasim Ahmad Zhang Yanping Ayesha Zaheer Abbasi Muhammad Tasnim Khan Abdul Waheed Muhammad Qayyum Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience Sustainable Futures Metaverse Telepresence Perceived expertise Avatar ownership Perceived personalization Consumer flow experience |
| title | Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience |
| title_full | Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience |
| title_fullStr | Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience |
| title_full_unstemmed | Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience |
| title_short | Metaverse purchase intention: Determinants of metaverse and mediating role of consumer flow experience |
| title_sort | metaverse purchase intention determinants of metaverse and mediating role of consumer flow experience |
| topic | Metaverse Telepresence Perceived expertise Avatar ownership Perceived personalization Consumer flow experience |
| url | http://www.sciencedirect.com/science/article/pii/S2666188825005878 |
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