Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior

Purpose Consumers in a Metaverse have an immersive engagement with products and services. This study aims to explore the multidimensional features of the Metaverse that influence consumers’ usage and gratifications, leading to their purchase behavior. Design/methodology/approach This study uses uses and gratifications theory to examine how hedonic, utilitarian and social gratifications influence Metaverse consumers’ retail behavior. Empirical analysis (N = 291) using structural equation modeling via SmartPLS and PLSpredict validated the model’s robustness and predictive accuracy. Findings Metaverse retail authenticity and virtuality influenced hedonic gratifications; autonomy and virtuality affected social gratification. Hedonic and social gratifications drove purchases, while utilitarian gratification had no significant effect. Originality/value This study applies uses and gratification theory to identify Metaverse-specific motivation factors, contributing to literature and aiding the practical design and development of Metaverse retail environments.