Purchasing attitude in the metaverse through virtual reality glasses

New technologies focused on virtual reality (virtual reality glasses and metaverse worlds) are penetrating rapidly due to their swift development. The use of these specific technologies is becoming widespread, and brands are testing new relationships with their customers within these virtual reality worlds. The aim of this study was to exploratively analyse the adoption of these technologies by university students for shopping. The unified theory of acceptance and use of technology (UTAUT) technology adoption model was adapted, complementing it with other variables to analyse the possible behaviours of users in this novel purchasing process. The results validated all the variables of the UTAUT model, as well as other variables and their impact on the buying attitude in the metaverse using virtual reality glasses. The study provides valuable insights into the factors that influence users' attitudes towards making purchases in a metaverse using virtual reality glasses.