Spherical Fuzzy CRITIC–ARAS Framework for Evaluating Flow Experience in Metaverse Fashion Retail

The Metaverse—an evolving convergence of virtual and physical realities—has emerged as a transformative platform, particularly within the fashion and retail industries. Its immersive nature aligns closely with the principles of flow theory, which describes the optimal psychological state of deep engagement and enjoyment. This study investigates the dynamics of fashion retail shopping in the Metaverse through a novel multi-criteria decision-making (MCDM) framework. Specifically, it integrates the CRITIC and ARAS methods within a spherical fuzzy environment to address decision-making under uncertainty. Flow theory is employed as the theoretical lens, with its dimensions serving as evaluation criteria. By incorporating spherical fuzzy sets, the model accommodates expert uncertainty more effectively. The findings provide empirical insights into the relative importance of flow constructs in shaping immersive consumer experiences in Metaverse-based retail environments. This study offers both theoretical contributions to the literature on digital consumer behavior and practical implications for fashion brands navigating immersive virtual ecosystems. Sensitivity analyses and comparative validation further demonstrate the robustness of the proposed framework.