Digital Shopping Experience in the Metaverse from a User Perspective

Abstract

The digital world and digital space have become part of our everyday lives in the 21st century. Many aspects of our lives have moved into the digital realm, from our shopping and entertainment to our social and civic life. Such an advance of the metaverse poses a number of challenges for individuals, families and organisations. Changing consumer preferences, the human psyche and the marketing space require unconventional responses from organisations. Many organisations have recognised this and are trying to respond to all these challenges. The aim of our study is to look at projects that target the metaverse in order to increase their sales. We want to present in detail projects that are innovative and forward-looking and can serve as examples for other organisations, from the marketing, sales and technology sides. The study aims to shed light on how these innovations are received by users, with a particular focus on their generational characteristics.