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The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment

Rabab Ali Abumalloh, Mehrbakhsh Nilashi, Keng Boon Ooi Orcid Logo, Garry Wei-Han, Tat-Huei Cham, Yogesh Dwivedi Orcid Logo, Laurie Hughes

Annals of Operations Research

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1007/s10479-023-05608-8

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The concept of the metaverse involves creating a fully immersive virtual world that allows users to interact with each other and digital objects in a way that is almost indistinguishable from reality. One of the key areas where the metaverse is expected to have an impact is retailing. Although there...

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Published in: Annals of Operations Research
ISSN: 0254-5330 1572-9338
Published: Springer Science and Business Media LLC 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa64497
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spelling v2 64497 2023-09-10 The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-09-10 CBAE The concept of the metaverse involves creating a fully immersive virtual world that allows users to interact with each other and digital objects in a way that is almost indistinguishable from reality. One of the key areas where the metaverse is expected to have an impact is retailing. Although there have been several studies on the use of the metaverse in different industries, this issue is rarely investigated in previous studies in the context of retail companies focusing on users’ perceptions. This study accordingly explores the factors impacting the adoption of a metaverse in the retail industry and develops a new model based on the Resource-Based View (RBV) theory. In addition, the relationship between the usage intention of the metaverse and product innovation, and the relationship between product innovation and sustainable competitive advantage are investigated. Furthermore, as sustainability is a critical issue in the adoption of innovation by industries, this study aims to further investigate whether sustainability commitment will strengthen the impact of attitude toward metaverse on the intention to use. The data was collected from retail companies in Malaysia and analyzed to evaluate the proposed research model. The outcomes of this research indicated that there is a positive impact of product innovation on sustainable competitive advantage through the adoption of a metaverse in retail companies. In addition, our findings stressed that the intention to use metaverse will lead to product innovation in retail companies. Furthermore, the results revealed that sustainability commitment does not moderate the relationship between attitude toward the metaverse and intention to use, but impacts the usage intention of the metaverse directly. Journal Article Annals of Operations Research 0 Springer Science and Business Media LLC 0254-5330 1572-9338 Metaverse, Resource-Based View, Sustainability commitment, Competitive advantage, Retail industry 27 9 2023 2023-09-27 10.1007/s10479-023-05608-8 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2024-10-02T17:09:00.3044940 2023-09-10T18:55:30.5570951 Faculty of Humanities and Social Sciences School of Management - Business Management Rabab Ali Abumalloh 1 Mehrbakhsh Nilashi 2 Keng Boon Ooi 0000-0002-3384-1207 3 Garry Wei-Han 4 Tat-Huei Cham 5 Yogesh Dwivedi 0000-0002-5547-9990 6 Laurie Hughes 7 64497__28707__fc96e6ea4176432bb54c360c94dde0c5.pdf 64497.AAM.pdf 2023-10-04T17:00:51.8199017 Output 607455 application/pdf Accepted Manuscript true 2024-09-27T00:00:00.0000000 true eng
title The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
spellingShingle The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
Yogesh Dwivedi
title_short The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
title_full The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
title_fullStr The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
title_full_unstemmed The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
title_sort The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Rabab Ali Abumalloh
Mehrbakhsh Nilashi
Keng Boon Ooi
Garry Wei-Han
Tat-Huei Cham
Yogesh Dwivedi
Laurie Hughes
format Journal article
container_title Annals of Operations Research
container_volume 0
publishDate 2023
institution Swansea University
issn 0254-5330
1572-9338
doi_str_mv 10.1007/s10479-023-05608-8
publisher Springer Science and Business Media LLC
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description The concept of the metaverse involves creating a fully immersive virtual world that allows users to interact with each other and digital objects in a way that is almost indistinguishable from reality. One of the key areas where the metaverse is expected to have an impact is retailing. Although there have been several studies on the use of the metaverse in different industries, this issue is rarely investigated in previous studies in the context of retail companies focusing on users’ perceptions. This study accordingly explores the factors impacting the adoption of a metaverse in the retail industry and develops a new model based on the Resource-Based View (RBV) theory. In addition, the relationship between the usage intention of the metaverse and product innovation, and the relationship between product innovation and sustainable competitive advantage are investigated. Furthermore, as sustainability is a critical issue in the adoption of innovation by industries, this study aims to further investigate whether sustainability commitment will strengthen the impact of attitude toward metaverse on the intention to use. The data was collected from retail companies in Malaysia and analyzed to evaluate the proposed research model. The outcomes of this research indicated that there is a positive impact of product innovation on sustainable competitive advantage through the adoption of a metaverse in retail companies. In addition, our findings stressed that the intention to use metaverse will lead to product innovation in retail companies. Furthermore, the results revealed that sustainability commitment does not moderate the relationship between attitude toward the metaverse and intention to use, but impacts the usage intention of the metaverse directly.
published_date 2023-09-27T17:08:58Z
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score 11.037581

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