I Am Confused: Coping With Customer Confusion in Metaverse Shopping

Aayushi Sharma (), Surabhi Koul () and Rahul Pratap Singh Kaurav ()
Additional contact information
Aayushi Sharma: FORE School of Management
Surabhi Koul: FORE School of Management
Rahul Pratap Singh Kaurav: FORE School of Management

Chapter Chapter 13 in Immersive Technology and Experiences, 2024, pp 235-246 from Springer

Abstract: 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.

Keywords: Customer confusion; Coping strategies; Metaverse (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-8834-1_13

Ordering information: This item can be ordered from
http://www.springer.com/9789819988341

DOI: 10.1007/978-981-99-8834-1_13

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().