Retailing in the metaverse: A framework of managerial considerations for success

Matthias Eggenschwiler; Marc Linzmajer; Anne L. Roggeveen; Thomas Rudolph

doi:10.1016/j.jretconser.2024.103791

Retailing in the metaverse: A framework of managerial considerations for success

Matthias Eggenschwiler, Marc Linzmajer, Anne L. Roggeveen, Thomas Rudolph

Management

Research output: Contribution to journal › Article › peer-review

6 Citations (SciVal)

Abstract

Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.

Original language	English
Article number	103791
Journal	Journal of Retailing and Consumer Services
Volume	79
Early online date	12 Mar 2024
DOIs	https://doi.org/10.1016/j.jretconser.2024.103791
Publication status	Published - 31 Jul 2024

Data Availability Statement

The data that has been used is confidential.

Funding

We acknowledge funding from the Swiss National Science Foundation (Grant number: 201138). We thank the research assistants Christopher M. Schraml, Michael Hoang, and Jessica Bauer (University of St.Gallen) for their help in conducting and transcribing the qualitative data collection. Furthermore, we thank the research assistants Joshua Halbich and Reyhan Kirca (University of St.Gallen) for their help in coding interviews of study 1. We extend our deepest gratitude to our interview partners whose insights and contributions were invaluable to this research. Special thanks to Marilyn Repp (German Retail Federation) for her expertise throughout the interview process. Finally, we would like to thank the special issue editors Philipp Klaus and Aikaterini Manthiou for their guidance and support throughout the publication process.

Funders	Funder number
Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung	201138

Keywords

Metaverse
Metaverse retailing
Retail management

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.jretconser.2024.103791

Cite this

@article{d0719379c7294fc9992b82d4e595e801,

title = "Retailing in the metaverse: A framework of managerial considerations for success",

abstract = "Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.",

keywords = "Metaverse, Metaverse retailing, Retail management",

author = "Matthias Eggenschwiler and Marc Linzmajer and Roggeveen, {Anne L.} and Thomas Rudolph",

year = "2024",

month = jul,

day = "31",

doi = "10.1016/j.jretconser.2024.103791",

language = "English",

volume = "79",

journal = "Journal of Retailing and Consumer Services ",

issn = "0969-6989",

publisher = "Elsevier",

}

TY - JOUR

T1 - Retailing in the metaverse

T2 - A framework of managerial considerations for success

AU - Eggenschwiler, Matthias

AU - Linzmajer, Marc

AU - Roggeveen, Anne L.

AU - Rudolph, Thomas

PY - 2024/7/31

Y1 - 2024/7/31

N2 - Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.

AB - Despite substantial buzz about the Metaverse—a computer-mediated environment in which people act in real-time as avatars in virtual worlds—retailers remain unclear about whether and how they should integrate the Metaverse into their business. Nor has academic research offered clear answers. The current research therefore explores the phenomenon of Metaverse retailing from a managerial perspective, using three qualitative studies involving top- and mid-level managers to understand key managerial considerations for entering the Metaverse in the short- and long-term, as well as one survey of Metaverse users to understand important design factors for the customer experience. A proposed research agenda also offers guidance for generating further insights into areas of strategic importance for managers.

KW - Metaverse

KW - Metaverse retailing

KW - Retail management

UR - http://www.scopus.com/inward/record.url?scp=85187354237&partnerID=8YFLogxK

U2 - 10.1016/j.jretconser.2024.103791

DO - 10.1016/j.jretconser.2024.103791

M3 - Article

AN - SCOPUS:85187354237

SN - 0969-6989

VL - 79

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

M1 - 103791

ER -

Retailing in the metaverse: A framework of managerial considerations for success

Abstract

Data Availability Statement

Funding

Keywords

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this