...Kalidas Kaman; Arun Kumar Deshmukh Purpose The purpose of this study is to delve into the intricacies of consumer shopping behavior within the metaverse, aiming to uncover how virtual environments influence decision-making processes. By examining psychological, social and technological factors...

...Satinder Kumar; Dipti Malhotra; Garima Kathuria Purpose The metaverse is reshaping the fashion industry, offering new insights into innovation diffusion. This study aims to examine how perceived innovation characteristics influence unrestrained buying behavior, using flow as a mediator...

...Cristina Mele; Tiziana Russo Spena; Stefano Paolo Russo Purpose This study aims to investigate the evolving concept of the metaverse and its implications for service innovation. It seeks to understand how integrating technologies such as extended reality, blockchain, artificial intelligence and non...