In Malaysia, the metaverse concept is still in its infancy with only a few local companies exploring the potential of metaverse environment with a slow progression of the public adoption. This study aims to investigate the receptiveness of retail consumers towards virtual shopping in the metaverse environment. Several behavioural theories are examined to understand the metaverse factors influencing the online consumption. The research applies a quantitative method with a cross-sectional survey design using a five-point Likert scale questionnaire. The study focuses on samples of 396 respondents from various demographic levels among online shoppers in Malaysia. Simple random sampling technique is used to identify the samples, and the data collected were analysed using SPSS software. The study reveals Product Interest, Interactive Virtual platforms, and Real-Time Simulations as significant key drivers in fostering acceptance of virtual shopping in a metaverse environment. However, Device Compatibility appears to be the least positive significant factor among the rest in engaging consumers towards metaverse virtual shopping. The results of the analysis may have important practical ramifications for practitioners looking to use virtual technologies to transform retail, as well as for those creating and designing metaverse platforms. Being highest correlation between Virtual Shopping and Interactive Virtual Platform, it suggests that, executing efficient virtual shopping platforms plays an important role in influencing consumers while purchasing virtually. The study reveals its potential to make practical contributions to benefit the retail business industry by leveraging consumer engagement and shopping experience to align with the growth in the digital era.
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