From data to experience: Can metaverse-based stores enhance parental purchase behavior in infant and children's apparel?

The emergence of immersive technologies has introduced metaverse-based retail environments that reshape consumer experiences and decision-making. However, limited research has examined how these environments influence parental purchasing behavior in infant-oriented retail contexts. This study addresses this gap by developing and validating a conceptual model explaining such behavior within metaverse settings. Using a sequential exploratory mixed-method design, constructivist grounded theory was applied to interview data from parents and experts, leading to a model with four core constructs: technological trust, sensory–emotional experience, cognitive empowerment, and intelligent support. The model was then empirically tested through a quasi-experimental design comparing physical and metaverse-based shopping experiences among parents. Results confirm that metaverse interactions significantly enhance sensory–cognitive–emotional engagement and cognitive empowerment, advancing consumer behavior theory by demonstrating how immersive technologies foster deeper psychological and functional engagement in digital retail environments.