Interactivity in metaverse retail: product type’s role and emotional–cognitive mechanisms

Purpose This study addresses the unclear influence of metaverse retail interactivity on behavioral intention across product categories by integrating a modified stimulus–organism–response (S-O-R) framework with the experiential hierarchy model (EHM) and examining dual emotional–cognitive pathways and product type (hedonic vs utilitarian) as moderators. Design/methodology/approach A 2 (interactivity: high/low) × 2 (product type: hedonic/utilitarian) between-subjects experiment (N = 261) was conducted in the Unity simulated shopping environment. High interactivity included grab/rotate/put-in-cart; low interactivity included click-for-information. Partial least squares structural equation modeling and endogeneity testing ensured robustness. Findings Interactivity enhances behavioral intention via emotional (pleasure) and cognitive (media usefulness and choice confidence) synergies, with arousal indirectly acting through pleasure. Hedonic products amplify these effects, whereas utilitarian products require balanced interactivity to avoid cognitive overload. Originality/value This study clarifies context-dependent interactivity mechanisms in immersive retail by integrating S-O-R and EHM and identifying product type as a key moderator. This work offers the following guidelines: maximize interactivity for hedonic goods and prioritize functional clarity for utilitarian ones.