Impact of metaverse experiences on consumer behavior in metaverse-enabled hospitality retailing: the role of realism, immersion, convenience, and social interaction

ABSTRACT The metaverse offers immersive and interactive shopping experiences, transforming hospitality retailing, where virtual shopping is increasingly integrated into hotels, tourism destinations, and entertainment hubs. This study examines how metaverse experiences (realism, immersion, convenience, and social interaction) influence consumer behavior in metaverse-enabled hospitality retailing, using the stimulus-organism-response theory. Data from 383 metaverse users were collected through an online survey and analyzed using structural equation modeling. Results indicate that metaverse experiences significantly impact cognitive, affective, and product-quality responses, which in turn influence behavioral intention. Perceived lack of control negatively moderates the relationship between product quality and behavioral intention. This study provides insights into hospitality, tourism, and virtual commerce sectors, suggesting that metaverse retailing should be designed with hospitality-driven experiences in mind. The findings contribute to the literature by highlighting the integration of hospitality and retail in metaverse environments, offering practical implications for businesses.