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Abstract
Given the uncertainty of online transactions in metaverse shopping, the digital economy encourages building a trustworthy virtual environment. Based on media richness theory, this article examines how the perceived media richness of the metaverse helps engender multidimensional trust (i.e., cognitive trust and affective trust) and leads to purchase intention in the context of metaverse shopping. The proposed model is tested based on survey data from 332 consumers on an online scenario-based platform pertaining to metaverse initiatives. Structural equation modeling is used to examine the proposed research model. The empirical research findings show that the perceived media richness of the metaverse builds cognitive trust and affective trust, which in turn affects purchase intention towards metaverse shopping. Furthermore, we classify consumers into digital natives (DNs) and digital immigrants (DIs) based on chronological age and examine the different influences of the two dimensions of trust on purchase intention towards metaverse shopping between the two groups. We identify and address several knowledge gaps in the extant trust literature. We also discuss the theoretical and managerial implications and propose several suggestions for future research.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 We performed a statistical power analysis to determine the minimum sample size required to estimate the proposed model. Assuming an anticipated effect size of 0.150, a desired statistical power level of 0.95, a constructed number of 11, and a confidence level of 0.99, the required minimum sample size to estimate our model is 232 (Faul et al., Citation2009).
2 To determine whether participants were focused on the metaverse shopping hypothetical scenario, the screening question was adapted as follows: “Please choose which of the following statements is in line with your current perception of the aforementioned hypothetical scenario.” A semantic differential scale was used, i.e. (1) “After reading the corresponding scenario, I still have no idea about metaverse shopping;” (2) “After reading the corresponding scenario, I have some difficulty imagining metaverse shopping;” (3) “After reading the corresponding scenario, I can imagine the metaverse shopping environment to some extent;” (4) “After reading the corresponding scenario, I can easily imagine the metaverse shopping environment.”
Additional information
Funding
Notes on contributors
Lin Zhang
Lin Zhang is a PhD Candidate at the School of Management, Harbin Institute of Technology, and a visiting student at EDHEC Business School. His research focuses on trust, and IT adoption, and published articles in journals such as Decision Support Systems, Internet Research, International Journal of Information Management, etc.
Muhammad Adeel Anjum
Muhammad Adeel Anjum is an Assistant Professor of Management Sciences at Balochistan University of Information Technology, Enineering and Management Sciences (BUITEMS), Quetta, Pakistan. His area of interest is Organizational Behavior and HRM. His research has been published in journals including Internet Research, Journal of Management and Organization, etc.
Yanqing Wang
Yanqing Wang is an Associate Professor of Management Science and Engineering at the Harbin Institute of Technology. His research primarily focuses on E-learning, computer-supported communication, implementation, adoption, and diffusion of information technology. His work has been published in academic journals, including Computers and Education, Computers in Human Behavior, etc.