Immersive experience, customer satisfaction and customer attitude towards metaverse in retail industry: Department stores

Abstract

The initial excitement and fanfare surrounding the Meta Platform's vision for the metaverse has given way to an ongoing debate on how the metaverse will affect individuals and organizations. Yet, extensive use has social and cultural repercussions as well. Much discussion on how consumers will experience and use the metaverse in the future of commerce has been prompted by the idea of consumer interaction with brands in the metaverse. Using expert contributors' insights, this study investigates the effects of experience on customer satisfaction and attitudes toward the broad application of the metaverse hypothesis. The study offers a stimuli experience by offering a free website and a YouTube video as an opportunity for surveyors to experience Metaverse technology and understand what a shopping experience in Metaverse would look like. This study was also carried out using quantitative methods, including an online survey and a total of 200 responses from students and workers in Ho Chi Minh City. The study's goal is to validate the research model's reliability and validity. After gathering the data, SmartPLS software was used to process it. According to the research findings, immersive experiences have a significant impact on customer satisfaction and attitude toward Metaverse, particularly for department stores in the retail industry. In terms of application, we provide a new framework and identify new lines of investigation that will benefit policymakers, specialists, and academic researchers. The final component of our future research agenda is a checklist for researchers that demonstrates how immersive metaverse experiences can increase consumer atisfaction. and assist clients in changing their perceptions of the metaverse.