How scene features activate customer behaviour transformation in metaverse retailing

Purpose As a crucial nexus between technological innovation and customer experience within the metaverse, effectively designed scene features represent a vital source of competitive advantage in retail. However, current research focuses narrowly on either technology or consumer perceptions, overlooking the integration between the two and resulting in limited effectiveness in consumer retention. To bridge this gap, this study develops and tests an integrated model of metaverse retail scene features. Design/methodology/approach Grounding in the Stimulus-Organism-Response (S-O-R) framework, the model integrates the Design-Ambient-Social-Trialability (DAST) dimensions, to specify the environmental Stimulus. It incorporates the customer inspiration mechanism (Organism) and the variable of immersive time to explicate the psychological process leading to behavioural Responses. The proposed relationships are examined through two experiments. Findings The results demonstrate that: (1) six scene features, i.e. Visual appeal, Navigability, Informativeness, Novelty, Embodied co-presence and Trialability, significantly enhance purchase intention, pleasure and loyalty; (2) the customer inspiration process, sequentially moving from inspired-by to inspired-to, fully mediates these effects; (3) the immersive time positively moderates the impact of Informativeness, Embodied Co-presence and Trialability on the initial inspired-by stage. Originality/value This study contributes a novel, time-adaptive strategy for metaverse retail. It reveals that scene features exert differential influence based on exposure duration, suggesting prioritizing visual appeal and novelty for initial engagement, then leveraging deeper informational and social features for sustained immersion. By deconstructing multidimensional scenes, it offers actionable design principles for virtual retail spaces.