Exploring stimulus to consumers’ virtual shopping environment in the metaverse

The rapid integration of the metaverse into the retail industry demands a deeper understanding of consumer engagement within immersive virtual environments. Addressing this gap, this study explores the role of metaverse richness in shaping spatial presence and realism, which influence active consumer engagement. Guided by the uses and gratification theory, the research examines how immersive time moderates these relationships. Data were collected through a survey of 332 respondents, capturing their experiences with realistic shopping environments in the metaverse. The findings reveal that metaverse richness significantly enhances spatial presence and realism, which are pivotal in driving active engagement. Moreover, immersive time strengthens these effects, emphasizing its importance in consumer experience design. This study offers actionable insights for businesses aiming to optimize engagement and build enduring consumer relationships in metaverse commerce while contributing to the evolving literature on digital consumer behavior and immersive marketing strategies.