Metaverse E‐Commerce: Path From Hype to Reality

ABSTRACT As digital landscapes evolve from Web 3.0 to immersive metaverse platforms, a transformative impact is being felt across sectors, particularly in e‐commerce. The Metaverse combines virtual and physical retail experiences, creating an environment where customers can browse, interact, and make purchases in simulated 3D environments. This study aims to assess the key criteria and sub‐criteria that influence users' willingness to adopt metaverse technology in e‐commerce (MTE). To understand user intention toward MTE adoption, two well‐recognized theoretical models were applied: the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and Social Cognitive Theory (SCT). Nine criteria and 30 sub‐criteria were derived from these models, refined with expert consultation. Data gathered through a structured expert survey and evaluated using the Fuzzy Analytic Hierarchy Process (F‐AHP) The study's findings indicated that hedonic motivation (HM) is the leading criterion that influences users' intentions for the adoption of MTE, followed by affect (AF), price value (PV), effort expectancy (EE), anxiety (AN), performance expectancy (PE), and self‐efficacy (SE). Contrarily, social influence (SI) and facilitating conditions (FC) are the lagging criteria. The most influential sub‐criteria that affect users' adoption of MTE are enjoyment, fun, pleasure, reasonable price, resemblance, and excellent service at a reasonable price. However, enhancing user productivity is the least influential sub‐criterion. The findings offer actionable insights for e‐commerce platforms and retailers by identifying the key factors that most significantly enhance user engagement and technology adoption in Metaverse‐based retailing. These insights can help firms design immersive, user‐friendly, and cost‐effective virtual shopping environments.