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This paper explores the main challenges and barriers to VR/AR adoption and categorizes common activities performed with these technologies, explaining each specific factor affecting them. After reviewing literature on metaverse retailing, channel strategies, VR/AR technologies, and user experiences, a conceptual framework was developed. Data from the “Voice of the Consumer: Digital Survey” (2020–2024) in over 20 countries was analyzed, using Pearson’s correlation, factor analysis, and multiple linear regressions. The results point that key challenges for VR/AR adoption include security, privacy, content, price, headset-free experiences, digital fatigue, and poor experiences. Gaming is the most common VR/AR activity, while metaverse retailing activities like shopping and virtual try-ons have fewer users. Practical considerations drive metaverse retailing, unlike gaming, which is mainly hedonic. Privacy concerns, safety risks, poor experiences, and lack of knowledge surprisingly increase VR/AR usage for metaverse retailing, indicating informed consumers or threshold characterization of these variables. Additional insights were found for tourism, hospitality, and gaming activities. Theoretical implications, insights, and potential actions for retailers and tech companies are discussed, along with limitations and suggestions for further research.

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Navigating the Realities: Unpacking Consumer Behavior in Metaverse Retailing Using Virtual and Augmented Reality (VR/AR)

  • 会议论文

  • 发表日期：

    2025年

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  • Joaquim Pratas,
  • José Paulo Marques dos Santos,
  • Pedro Quelhas Brito

摘要

This paper explores the main challenges and barriers to VR/AR adoption and categorizes common activities performed with these technologies, explaining each specific factor affecting them. After reviewing literature on metaverse retailing, channel strategies, VR/AR technologies, and user experiences, a conceptual framework was developed. Data from the “Voice of the Consumer: Digital Survey” (2020–2024) in over 20 countries was analyzed, using Pearson’s correlation, factor analysis, and multiple linear regressions. The results point that key challenges for VR/AR adoption include security, privacy, content, price, headset-free experiences, digital fatigue, and poor experiences. Gaming is the most common VR/AR activity, while metaverse retailing activities like shopping and virtual try-ons have fewer users. Practical considerations drive metaverse retailing, unlike gaming, which is mainly hedonic. Privacy concerns, safety risks, poor experiences, and lack of knowledge surprisingly increase VR/AR usage for metaverse retailing, indicating informed consumers or threshold characterization of these variables. Additional insights were found for tourism, hospitality, and gaming activities. Theoretical implications, insights, and potential actions for retailers and tech companies are discussed, along with limitations and suggestions for further research.