I am too young for this! A moderated-mediation model of metaverse commerce resistance

Keng-Boon Ooi, Jun-Jie Hew, Eugene Cheng-Xi Aw, Tat-Huei Cham, Chieh-Yu Lin and Garry Wei-Han Tan

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

Abstract: Given the recent development in the metaverse, a new channel for conducting commerce activities named metaverse commerce has emerged. However, there is a need to understand the resistance to metaverse commerce among consumers. Hence, a moderated-mediation model is proposed and empirically tested. Passive innovation resistance was found to have direct and indirect effects on metaverse commerce resistance through the need for touch, whereas cognitive age moderates the direct and indirect effects of passive innovation resistance, such that the effects are more substantial for cognitively younger consumers. These results are then elaborated concerning their theoretical and practical implications.

Keywords: Metaverse; Metaverse commerce; Resistance behaviour; Passive innovation resistance; Need for touch; Cognitive age; Consumer Behaviour (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:s0969698925000037

DOI: 10.1016/j.jretconser.2025.104224

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