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I Am Confused: Coping With Customer Confusion in Metaverse Shopping

In: Immersive Technology and Experiences

Author

Listed:
  • Aayushi Sharma

    (FORE School of Management)

  • Surabhi Koul

    (FORE School of Management)

  • Rahul Pratap Singh Kaurav

    (FORE School of Management)

Abstract

Retailers are exploring the metaverse as a shopping platform to provide customers with a more interactive and immersive experience. Customers, on the other hand, are also curious about knowing the intricacies and functionalities of this new highly immersive shopping platform. However, alongside this curiosity, there is a prevailing lack of clarity and ambiguity about the metaverse leading to confusion in the minds of prospective customers. The current study aims to identify antecedents to customer confusion in metaverse shopping. Researchers acknowledge that customers will find their own ways to cope with this undesired state of confusion. Thus, we extend a conceptual framework embedding antecedents and coping strategies for customer confusion. We propose a quantitative methodology using PLS-SEM. The study proposes implications for retailers, policymakers, and academic researchers.

Suggested Citation

  • Aayushi Sharma & Surabhi Koul & Rahul Pratap Singh Kaurav, 2024. "I Am Confused: Coping With Customer Confusion in Metaverse Shopping," Springer Books, in: Githa S. Heggde & Santosh Kumar Patra & Rasananda Panda (ed.), Immersive Technology and Experiences, chapter 0, pages 235-246, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-8834-1_13
    DOI: 10.1007/978-981-99-8834-1_13
    as

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