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

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

Research output: Contribution to journalArticlepeer-review

1 Citation (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 languageEnglish
Article number103791
JournalJournal of Retailing and Consumer Services
Volume79
Early online date12 Mar 2024
DOIs
Publication statusE-pub ahead of print - 12 Mar 2024

Data Availability Statement

The data that has been used is confidential.

Keywords

  • Metaverse
  • Metaverse retailing
  • Retail management

ASJC Scopus subject areas

  • Marketing

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