From Avatar to checkout : how Metaverse experiences shape real-world purchasing intentions

Abstract

PURPOSE: The aim of this article is to identify and multidimensionally assess the psychological and strategic mechanisms that cause immersive brand experiences in the metaverse to shape consumers' purchasing intentions towards physical products in the real world. The study focuses on the decomposition of the spillover effect and the analysis of the role of the avatar as a key mediator in the decision-making process.

DESIGN/METHODOLOGY/APPROACH: The study used a systematic literature review methodology and a synthesis of the results of the latest empirical research, including structural equation modelling (PLS-SEM) and necessary conditions analysis (NCA). The Stimulus-Organism-Response (S-O-R) model, social presence theory, extended self theory, and the concept of psychological ownership in the context of virtual environments were integrated.

FINDINGS: The analysis proves that the decision-making process in the metaverse is chainlike: interactivity and telepresence build trust and brand awareness, which leads to active engagement. A key finding is the confirmation that identification with an avatar influences purchasing intentions in the real world through the psychological mechanism of ownership of virtual objects. It has also been shown that gamification of marketing activities not only increases the hedonic value of a brand, but also builds resistance to negative information.

PRACTICAL IMPLICATIONS: The results suggest that companies should integrate the metaverse as part of their omnichannel strategy, using it as a tool to reduce purchasing risk through virtual testing (trialability). Marketers should focus on enabling deep personalisation of avatars, as investment in the consumer's digital "self" translates directly into sales of physical products.

ORIGINALITY/VALUE: The article proposes a new approach to the ROPO effect in a three-dimensional environment, pointing to the metaverse as a key virtual-to-physical bridge and empirically proving that virtual ownership is a strong predictor of real loyalty and purchasing behaviour.