Volume 20, No. 1, 2023
Examining The Impact Of Metaverse Technology On The Launch Of Retailers In The Metaverse: A Mediating Perspective
Sahar Alayli
Abstract
Avatars allow users to interact with one another in the metaverse. As the metaverse has gained prominence over the last several years, the retail industry has indicated an interest in using it for product promotion and sales. Investors must consider various elements to ensure success while opening a retail clothes store in the metaverse. This study aimed to investigate the factors that led investors in Dubai to decide to open a virtual clothes store. The factors of novelty, safety, and confidentiality were taken into account. The introduction of clothes in the metaverse in Dubai was the dependent variable, while the prevalence of metaverse technology was seen as the mediator. The study used a quantitative methodology, including a survey questionnaire. Data were analyzed using SPSS and AMOS software for demographic and structural equation modeling purposes. Survey data from 398 participants showed that every independent variable significantly affected the mediator. Launching apparel in the metaverse in Dubai profited greatly from advancements in metaverse technology, especially in innovation, security, and privacy. Security and privacy are also crucial in the metaverse since consumers can be wary of sharing personal information or engaging in virtual transactions if they fear their data is unsafe. Therefore, investors should prioritize developing privacy- and security-conscious metaverse technologies to win over consumers. This study provides valuable insight into the factors that lead to the success of retail apparel launches in the metaverse and calls for greater study in this area. Overall, this study paves the way for more investigation into the metaverse and its possible implications on the retail industry in Dubai.
Pages: 85-103
Keywords: Innovation, Security & Privacy, Metaverse Technology, Clothing Retailers, Dubai