Drawing from information system success model, this study explores system, information and service factors that influence consumer shopping enjoyment and purchase intention in Metaverse virtual stores.
A survey questionnaire was administered to 239 randomly selected Softbank consumers using Instagram in South Korea who posted content with the keywords “zepeto softbank”. Hypothesized relationships were examined using structural equation modelling.
Statistically significant relationships were found between: “sense of presence” and “perceived technology utility” (system factors); “information richness” and “perceived product quality” (information factors) and “parasocial interaction” and “perceived service quality” (service factors). Most of these factors positively affect consumers’ “shopping enjoyment”, and subsequently promote “purchase intention”. However, “sense of presence” and “perceived product quality” had no statistically significant impacts on “shopping enjoyment”.
This paper offers original insights into emerging meta-commerce marketing research using the information system success model. From a managerial perspective, the results of the study help firms identify opportunities in Metaverse shopping and make appropriate marketing strategies in advance.
