Metaverse adoption in online retailing is hindered mostly by lack of consumer awareness and privacy concerns.
Authors
Abhishek Kashyap, Mechanical Engineering Department, National Institute of Technology Patna, Patna, India.
Om Ji Shukla, Mechanical Engineering Department, National Institute of Technology Patna, Patna, India.
Rupesh Kumar, Associate Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Md Mahmudul Alam, Economic and Financial Policy Institute, School of Economics, Finance & Banking, Universiti Utara Malaysia, Sintok, Kedah, Malaysia.
Sarbjit Singh Oberoi, Institute of Management Technology Nagpur, Nagpur, India.
Summary
Most of the previous studies have captured opportunities rather than challenges associated with the metaverse in online retailing. Therefore, the present study explores and prioritizes the key metaverse adoption impediments (MAIs) from a stakeholder perspective. A total of sixteen MAIs in online retailing were identified from the stakeholder perspective.
The study employs advanced Fuzzy-Delphi (F-Delphi) and fuzzy-WINGS (F-WINGS) methodologies to prioritize MAIs, for which experts with diverse backgrounds were chosen. Consumer-related MAIs, i.e., lack of awareness and privacy concerns, were found to have higher priority as compared to the other MAIs.
This study theoretically contributes to the literature by not only identifying MAIs in online retailing but also prioritizing these from a perspective of multiple stakeholder lens. This study will also benefit practitioners in overcoming multi-stakeholder-based MAIs and harnessing the potential of metaverse to provide immersive experiences.
Published in: Journal of Retailing and Consumer Services
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