Can Metaverse Retail lead to purchase intentions among the youth? A Stimulus-Organism-Response theory perspective

This study investigated the intention of youngsters to experiment with metaverse during their shopping experience. The study combined the Uses and Gratification Theory and Stimulus-Organism-Response theory to develop the conceptual model. The model was validated through an empirical study involving youngsters (N=270). The results show that the retail experience and metaverse application characteristics significantly impacted the organism components of hedonic and social gratification. However, features of retail experience characteristics and metaverse applications did not impact utilitarian gratification. Hedonic and social gratification significantly impacted the youngsters' intention to experiment metaverse during their shopping experience. Utilitarian gratification did not impact their shopping intentions, enabled through the metaverse experience. The study elucidates the implications for theory and retail practice benefiting consumers, metaverse retail app designers and influences retailers' marketing strategy.