A1 Refereed original research article in a scientific journal
Acceptance of the metaverse : a laboratory experiment on augmented and virtual reality shopping
Authors: Xi Nannan, Chen Juan, Gama Filipe, Korkeila Henry, Hamari Juho
Publisher: Emerald
Publication year: 2024
Journal: Internet Research
Journal name in source: INTERNET RESEARCH
Journal acronym: INTERNET RES
Volume: 34
Issue: 7
First page : 82
Last page: 117
Number of pages: 36
ISSN: 1066-2243
eISSN: 2054-5657
DOI: https://doi.org/10.1108/INTR-05-2022-0334
Web address : https://www.emerald.com/insight/content/doi/10.1108/INTR-05-2022-0334/full/html
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/381350979
PurposeIn recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.Design/methodology/approachThis study conducts a 2 (VR: with vs. without) x 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.FindingsResults indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.Originality/valueThis study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.
Downloadable publication This is an electronic reprint of the original article. |  |
