Consumer Shopping Intentions in Metaverse Food E‐Commerce: A Hybrid ISM‐DEMATEL Approach

ABSTRACT The metaverse is revolutionizing food e‐commerce by offering immersive, interactive shopping experiences. However, research on how the metaverse affects consumer shopping behavior in this sector is still limited. This study explores the key factors influencing consumer shopping intentions in metaverse‐based food e‐commerce. Using a hybrid ISM‐DEMATEL model, the study identifies and prioritizes factors affecting consumer behavior and assesses their interrelationships. The results show that perceived enjoyment, interactivity, and creative imagination are essential foundations, while ease of use, innovation, and cost‐effectiveness are major drivers. MICMAC (Cross‐Impact Matrix Multiplication Applied to Classification) analysis, used to categorize variables based on their driving and dependence power, highlights the strong influence and interconnectedness of these factors. DEMATEL analysis further reveals their cause‐and‐effect relationships. This study provides valuable insights for businesses on how to integrate metaverse technologies to enhance consumer engagement and improve the shopping experience. It also fills a research gap by examining the factors shaping consumer behavior in this emerging area of metaverse‐based e‐commerce.