Digital Information and Brand Loyalty in China: An Emerging Perspective of Metaverse Users in Online Businesses

In the current era of industrialization, metaverse technology is increasing significantly. Particularly, online businesses are heavily investing in metaverse technology which can provide extraordinary benefits to the customers. However, this area is unexplored and most of the previous studies on metaverse ignored online business activities. Therefore, this study is an attempt to highlight metaverse users brand loyalty in China. The relationships between information communication technology (ICT), effective payment method, e-logistic, distribution charges, transit time, customer satisfaction and brand loyalty were considered. Data was collected by using a survey questionnaire. Structural Equation Modeling (SEM) was employed to analyze the collected data. It is observed that metaverse users brand loyalty is grounded on ICT, effective payment method, e-logistic, distribution charges, transit time and customer satisfaction. These factors have the potential to encourage or discourage the level of brand loyalty among metaverse users. Results of the study have vital importance for online businesses to promote performance by introducing metaverse technology.