Charting the roadmap to metaverse commerce adoption: a cause–effect perspective using fuzzy DEMATEL

What the paper says

Purpose Why do consumers enter the metaverse and adopt virtual commerce? How can companies create immersive experiences that foster genuine adoption in a virtual environment? As technology improves at lightning speed, metaverse commerce is revolutionizing the future of digital commerce by providing consumers with interactive, real-like experiences beyond the reach of mainstream e-commerce. In spite of increasing popularity, empirical knowledge of its adoption is limited. This study aims to examine user adoption of metaverse commerce by identifying key adoption factors and analyzing their complex interdependencies, thereby addressing the limited empirical understanding in this rapidly evolving domain. Design/methodology/approach This pioneer study attempts to propose various critical factors to adoption of metaverse commerce and to explore complex inter-linkage amongst them. Fuzzy decision making trial and evaluation laboratory (DEMATEL) technique is used to analyze the intricate inter-relationship between proposed factors. Furthermore, sensitivity analysis has been conducted to check reliability of the study. Findings Six factors are proposed based on an extensive literature review and consultation with domain expert. Fuzzy DEMATEL prioritized the factors and identified them into the cause-and-effect groups for analyzing complex relationship among them. Sense of immersion came out to be the topmost factors followed by social interaction, perceived autonomy, perceived observability, perceived enjoyment and facilitating conditions. Furthermore, results revealed social interaction, perceived observability, perceived autonomy and facilitating conditions as cause factors influencing adoption and sense of immersion and perceived enjoyment as effect factors. Findings of sensitivity analysis show no significant variation confirming the robustness of the obtained results. Practical implications The insights provided by this research offer valuable guidance for service providers in metaverse commerce industry. By understanding and the proposed critical factors to metaverse commerce adoption, they can develop targeted strategies to enhance adoption. This in turn will help them capture a larger market share, building customer base and achieve competitive advantage. Originality/value Present study is pioneering attempt to propose critical factors influencing adoption of metaverse commerce. Application of Fuzzy DEMATEL technique in this context is new and unique to the domain of metaverse commerce. It is the first study of its kind to propose the key factors to metaverse commerce, prioritize them and analyze their complex interrelationships.