How can the metaverse enhance shopping well-being? The role of hedonic shopping motivations and customer engagement

Purpose Customers engage in entertainment activities within the metaverse to fulfill diverse shopping motivations, but how these motivations impact their shopping well-being remains underexplored. We explore the mechanism linking customers’ hedonic shopping motivations and subjective shopping well-being by considering the mediating role of customer engagement and the moderating influence of technology self-efficacy. Design/methodology/approach Drawing from a sample of 301 South Korean users of the most popular metaverse platform in South Korea, we employed structural equation modeling and process macro analysis to test our hypotheses. Findings Our findings reveal that gratification-seeking, adventure-seeking and social-shopping motivations of customers indirectly and positively influence their shopping well-being through customer engagement. Furthermore, individuals with high perceived technology self-efficacy experienced a more pronounced positive effect of engagement on their shopping well-being. Research limitations/implications The study offers valuable insights for brands and retailers aiming to effectively utilize the metaverse as a marketing communication platform. Originality/value Only a few studies have focused on the essential hedonic motivations of consumers using the metaverse and whether these motivations generate additional behavioral values beyond mere product purchase. This study investigates how and to what extent motivations positively influence mental health aspects such as overall satisfaction with shopping life.