Online retailing and the metaverse: Addressing stakeholder impediments in e-commerce

Abhishek Kashyap, Om Ji Shukla, Rupesh Kumar, Md Mahmudul Alam and Sarbjit Singh Oberoi

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: Most of the previous studies have captured opportunities rather than challenges associated with the metaverse in online retailing. Therefore, the present study explores and prioritizes the key metaverse adoption impediments (MAIs) from a stakeholder perspective. A total of sixteen MAIs in online retailing were identified from the stakeholder perspective. The study employs advanced Fuzzy-Delphi (F-Delphi) and fuzzy-WINGS (F-WINGS) methodologies to prioritize MAIs, for which experts with diverse backgrounds were chosen. Consumer-related MAIs, i.e., lack of awareness and privacy concerns, were found to have higher priority as compared to the other MAIs. This study theoretically contributes to the literature by not only identifying MAIs in online retailing but also prioritizing these from a perspective of multiple stakeholder lens. This study will also benefit practitioners in overcoming multi-stakeholder-based MAIs and harnessing the potential of metaverse to provide immersive experiences.

Keywords: Metaverse; E-commerce; Online retailing; Stakeholders; Fuzzy-WINGS; Fuzzy-delphi (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004673

DOI: 10.1016/j.jretconser.2024.104171

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