The impact of the metaverse on compulsive buying
DOI:
https://doi.org/10.71159/bizinfo250020MKeywords:
metaverse, metaverse characteristics, compulsive shoppingAbstract
The main objective of this research is to examine the impact of metaverse characteristics on compulsive shopping among young users, who represent the most active population in this digital ecosystem. The metaverse, as an innovative space that combines real and virtual flows, shapes new forms of social interaction and consumption. The research was conducted in November 2024 on a sample of 200 respondents, predominantly young people. Using a questionnaire technique and validated instruments for measuring metaverse characteristics and compulsive shopping, the research hypothesis was tested. The impact of metaverse characteristics on compulsive shopping was tested using multiple regression, and the research results show that metaverse characteristics (seamlessness, presence, interoperability, competition, economic flow, persistence, ubiquity, scalability, and creativity) have a statistically significant and positive impact on compulsive shopping. This research contributes to the theoretical understanding of the metaverse, highlighting the role of technological features in shaping consumer behavior, and paves the way for future studies to explore the long-term psychological and social implications of the metaverse, with a broader demographic focus.
Downloads
References
Ahn, S., Jin, B.E., & Seo, H. (2024). Why do people customize avatars in the metaverse? Curiosity and SOR model perspective. Internet Research. https://doi.org/10.1108/INTR-11-2023-1042
Alexander, B., Blazquez, M., & Chrimes, C. (2025). Metaverse retailing and the customer experience journey: a case study approach. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-08-2024-0439
Black, D.W. (2022). Compulsive shopping: A review and update. Current Opinion in Psychology, 46, 101321. https://doi.org/10.1016/j.copsyc.2022.101321
Bojić, L. (2022). Metaverse through the prism of power and addiction. European Journal of Futures Research, 10(1), 22. https://doi.org/10.1186/s40309-022-00208-4
Bojic, L., Matthes, J., & Cabarkapa, M. (2024). Amplification of Addictive New Media Features in the Metaverse. arXiv preprint arXiv:2401.03461. https://doi.org/10.48550/arXiv.2401.03461
Boo, C., & Suh, A. (2024). Developing scales for assessing metaverse characteristics and testing their utility. Computers in Human Behavior Reports, 13, 100366. https://doi.org/10.1016/j.chbr.2023.100366
Boo, C., & Suh, A. (2024). Developing scales for assessing metaverse characteristics and testing their utility. Computers in Human Behavior Reports, 13, 100366. https://doi.org/10.1016/j.chbr.2023.100366
Chen, C., Zhang, K.Z.K., Chu, Z., & Lee, M. (2024). Augmented reality in the metaverse market: the role of multimodal sensory interaction. Internet Research, 34(1), 9-38. https://doi.org/10.1108/INTR-08-2022-0670
Djudiah, D. (2022). The role of emotion regulation on compulsive shopping of clothing. Psikostudia: Jurnal Psikologi.
Duc, D. T. V., Mai, L. T. V., Dang, T. Q., Le, T. T., & Nguyen, L. T. (2024). Unlocking impulsive buying behavior in the metaverse commerce: a combined analysis using PLS-SEM and ANN. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-05-2024-0266
Dwivedi, Y.K., Hughes, L., Baabdullah, A.M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M.M., et al. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice, and policy. International Journal of Information Management. 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
Gauttier, S., Simouri, W., & Milliat, A. (2024). When to enter the metaverse: business leaders offer perspectives. Journal of Business Strategy, 45(1), 2-9. https://doi.org/10.1108/JBS-08-2022-0149
Gori, A., Topino, E., & Casale, S. (2022). Assessment of online compulsive buying: Psychometric properties of the Italian compulsive online shopping scale (COSS). Addictive behaviors, 129, 107274. https://doi.org/10.1016/j.addbeh.2022.107274
Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142-166. https://doi.org/10.1002/jcpy.1356
Hollensen, S., Kotler, P., & Opresnik, M.O. (2023). Metaverse – the new marketing universe. Journal of Business Strategy, 44(3), 119–125. https://doi.org/10.1108/JBS-01-2022-0014
Hudaefi, F.A. (2024). Zakat in metaverse? Evidence from cyberspace. Journal of Islamic Marketing, ahead-of-print. https://doi.org/10.1108/JIMA-01-2024-0033
ITNetwork. (2022). Šta je Victoria VR? Karakteristike, tokenomika i predviđanje cena. https://www.itnetwork.rs/sta-je-victoria-vr-karakteristike-tokenomika-i-predvidjanje-cena/
Jafar, R. M. S., Ahmad, W., & Sun, Y. (2023). Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores. Technology in Society, 74, 102265. https://doi.org/10.1016/j.techsoc.2023.102265
Jafar, R. M. S., Jabeen, M., Hussain, S., Niu, B., Sham, R., & Al-Adwan, A. S. (2025). Cyber Shopping Beyond Boundaries: The Metaverse Revolution in e‐Commerce and Consumer Behavior. Human Behavior and Emerging Technologies, 2025(1), 5559234. https://doi.org/10.1155/hbe2/5559234
Jovanović, M., & Marić, M. (2021). Research into unplanned purchases on the Serbian market. Strategic Management, 26(2), 4–12. https://doi.org/10.5937/StraMan2102042D
Kumar, A., Shankar, A., Kumar, R., & Vadakki Veetil, A.K. (2024). Metaverse meetings: Fantasy or sustainable future of work? International Journal of Manpower, ahead-of-print. https://doi.org/10.1108/IJM-11-2023-0662
Maldonado-López, B., Ledesma-Chaves, P., & Gil-Cordero, E. (2024). Personality, loneliness and the metaverse: Exploring their interaction for higher education in marketing. Journal of International Education in Business, ahead-of-print. https://doi.org/10.1108/JIEB-07-2024-0085
Marshall, A., & Bieck, C. (2024). Metaverse: The post-hype future. Strategy & Leadership, 52(2), 17–21. https://doi.org/10.1108/SL-12-2023-0122
Muhammad Sohail Jafar, R., Ahmad, W., & Chen, Y. (2024). Metaverse in Human Behavior: The Role of Telepresence and Flow Experience on Consumers’ Shopping Behavior in the Metaverse. Sage Open, 14(2), 21582440241261256. https://doi.org/10.1177/21582440241261256
Newzoo. (2021). Introduction to the Metaverse Report 2021. Retrieved from Newzoo Publications.
Petrucelli, J. (2023). What’s in Your Suitcase? Clothes, Compulsive Shopping and Packing Communicate the Unspeakable. Psychoanalytic Dialogues, 33(2), 256-266. https://doi.org/10.1080/10481885.2023.2176151
Sridharan, A., & Kumar, S. (2024). The impact of metaverse on businesses. In C. Krishnan, A. Behl, S. Dash, & P.D. Yadav (Eds.), The Metaverse Dilemma: Challenges and Opportunities for Business and Society (pp. 13-30). Leeds: Emerald Publishing Limited. https://doi.org/10.1108/978-1-83797-524-220241002
Tran, T. P. T., Vo, A. T. N., Nguyen, A. H., & Nguyen, T. M. (2024). Exploring the mechanism of subjective social status on compulsive shopping behavior: A moderated mediation model of self-compassion and depression. Journal of Rational-Emotive & Cognitive-Behavior Therapy, 42(2), 226-244. https://doi.org/10.1007/s10942-023-00509-y
Wang, H., Ning, H., Lin, Y., Wang, W., Dhelim, S., Farha, F., ... & Daneshmand, M. (2023). A survey on the metaverse: The state-of-the-art, technologies, applications, and challenges. IEEE Internet of Things Journal, 10(16), 14671-14688. https://doi.org/10.1109/JIOT.2023.3278329
Yu, X., Cheng, X., Kim, K.H., & Wang, H. (2024). Exploring the brand experience in the metaverse under the perspective of technology acceptance model. Asia Pacific Journal of Marketing and Logistics, ahead-of-print. https://doi.org/10.1108/APJML-10-2023-0952
Zhang, H., Lv, Y., Zhang, J. Z., Hollebeek, L. D., Behl, A., & Urbonavicius, S. (2025). Exploring purchase intention in metaverse retailing: Insights from an automotive platform. Journal of Retailing and Consumer Services, 82, 104144. https://doi.org/10.1016/j.jretconser.2024.104144
Zhang, J. (2024). The transformation of the new media communication paradigm in the metaverse era and blockchain based on the topological characteristics of information communication. International Journal of Web Services Research, 21(1), 1–17. https://doi.org/10.4018/IJWSR.336840
Zhang, L., Anjum, M. A., & Wang, Y. (2024). The impact of trust-building mechanisms on purchase intention towards metaverse shopping: the moderating role of age. International Journal of Human–Computer Interaction, 40(12), 3185-3203. https://doi.org/10.1080/10447318.2023.2184594
Zikic, N. (2007). Evaluating relative impact of VR components screen size, stereoscopy and field of view on spatial comprehension and presence in architecture. Technical Report, Pennsylvania State University. www.pennstatecic.org/uploads/5/1/2/1/51219339/tr_053_zikic_2007_vr_in_arch.pdf
Downloads
Published
Issue
Section
License
Copyright (c) 2025 BizInfo Blace
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
