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Can you resist the virtual temptations? Unveiling impulsive buying in metaverse retail

Dang Quan, Tri; Tan, Garry Wei-Han; Aw, Eugene Cheng-Xi; … - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2259-2280

Purpose The main aim of this study is to examine the effect of virtual store atmospheric factors on impulsive purchasing in the metaverse context. Design/methodology/approach Grounded in purposive sampling, 451 individuals with previous metaverse experience were recruited to accomplish the...

Persistent link: https://www.econbiz.de/10015340940