How metaverse marketing attributes drive purchase intention: the roles of virtual brand experience, consumer–brand engagement, and technology readiness in Vietnam
DOI:
https://doi.org/10.34140/bjbv8n4-019Palavras-chave:
metaverse marketing, virtual brand experience, consumer–brand engagement, technology readiness, purchase intention, S–O–R, VietnamResumo
Metaverse environments are increasingly used by brands to create interactive, immersive, personalized, and socially connected consumer experiences. However, the mechanism through which these platform attributes translate into marketplace outcomes remains fragmented, particularly in emerging markets. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study develops an integrated model in which interactivity, immersion, personalization, and social interaction shape virtual brand experience (VBE), which subsequently drives consumer–brand engagement (CBE) and purchase intention. Technology readiness is proposed as a boundary condition that strengthens the conversion of VBE into CBE. For methodological demonstration, a dataset of 432 Vietnamese metaverse-experienced consumers was generated with realistic psychometric properties and analyzed using a PLS-SEM logic. The results support all four antecedent effects on VBE, with immersion and personalization showing the largest standardized effects. VBE positively predicts CBE, CBE positively predicts purchase intention, and technology readiness positively moderates the VBE–CBE relationship. The model explains 58.4% of the variance in VBE, 51.7% in CBE, and 43.6% in purchase intention. The study contributes by integrating technological, experiential, relational, and individual-readiness perspectives into one mechanism and by positioning VBE as a theoretically distinct experiential organism in metaverse marketing. The manuscript also offers a replicable survey and PLS-SEM design for future empirical validation in Vietnam.
Referências
AGNIHOTRI, D.; CHATURVEDI, P.; SWARUP, K.; MATHUR, A.; TRIPATHI, V.; SINGH, N. Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy. Internet Research, v. 35, n. 6, p. 2342–2365, 2024. Disponível em: https://doi.org/10.1108/INTR-01-2024-0030.
AHN, S.; JIN, B. E.; SEO, H. Why do people interact and buy in the metaverse? Self-expansion perspectives and the impact of hedonic adaptation. Journal of Business Research, v. 175, p. 114557, 2024. Disponível em: https://doi.org/10.1016/j.jbusres.2024.114557.
BARARI, M.; ROSS, M.; THAICHON, S.; SURACHARTKUMTONKUN, J. A meta-analysis of customer engagement behaviour. International Journal of Consumer Studies, v. 45, n. 4, p. 457–477, 2021. Disponível em: https://doi.org/10.1111/ijcs.12609.
BASSIOUNI, D. H.; MESHREKI, H. The metaverse: A liquid consumer utopia—A journey into Gen Z's usage intention behavior using the TRAM model. Journal of Consumer Behaviour, v. 24, n. 2, p. 771–784, 2025. Disponível em: https://doi.org/10.1002/cb.2443.
BLUT, M.; KULIKOVSKAJA, V.; HUBERT, M.; BROCK, C.; GREWAL, D. Effectiveness of engagement initiatives across engagement platforms: A meta-analysis. Journal of the Academy of Marketing Science, v. 51, n. 5, p. 941–965, 2023. Disponível em: https://doi.org/10.1007/s11747-023-00925-7.
BRAKUS, J. J.; SCHMITT, B. H.; ZARANTONELLO, L. Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, v. 73, n. 3, p. 52–68, 2009. Disponível em: https://doi.org/10.1509/jmkg.73.3.052.
FARES, O. H.; AVERSA, J.; LEE, S. H.; JACOBSON, J. Virtual reality: A review and a new framework for integrated adoption. International Journal of Consumer Studies, v. 48, n. 2, e13040, 2024. Disponível em: https://doi.org/10.1111/ijcs.13040.
HOLLEBEEK, L. D.; GLYNN, M. S.; BRODIE, R. J. Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, v. 28, n. 2, p. 149–165, 2014. Disponível em: https://doi.org/10.1016/j.intmar.2013.12.002.
JANG, H.; KIM, Y. The effects of social interaction and brand engagement in metaverse brand stores on consumer enjoyment, satisfaction, and purchase intentions. Journal of Interactive Advertising, v. 26, n. 1, p. 60–79, 2026. Disponível em: https://doi.org/10.1080/15252019.2025.2562215.
LEE, H.; CHO, C.-H. Virtual brand experience in digital reality advertising: Conceptualization and measurement. Journal of Consumer Behaviour, v. 22, n. 2, p. 300–313, 2023. Disponível em: https://doi.org/10.1002/cb.2126.
MANSOOR, S.; RAHMAN, S. M.; BOWDEN, J. L.-H. Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience. Journal of Consumer Behaviour, v. 23, n. 5, p. 2501–2552, 2024. Disponível em: https://doi.org/10.1002/cb.2353.
MINGIONE, M.; MATTIA, G.; MATERIA, M.; PEDELIENTO, G. The metaverse experience: A scale development study. Journal of Consumer Behaviour, v. 23, n. 6, p. 3061–3081, 2024. Disponível em: https://doi.org/10.1002/cb.2396.
PARASURAMAN, A. Technology Readiness Index (TRI): A multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, v. 2, n. 4, p. 307–320, 2000. Disponível em: https://doi.org/10.1177/109467050024001.
PARASURAMAN, A.; COLBY, C. L. An updated and streamlined Technology Readiness Index: TRI 2.0. Journal of Service Research, v. 18, n. 1, p. 59–74, 2015. Disponível em: https://doi.org/10.1177/1094670514539730.
PAYAL, R.; SHARMA, N.; DWIVEDI, Y. K. Unlocking the impact of brand engagement in the metaverse on real-world purchase intentions: Analyzing pre-adoption behavior in a futuristic technology platform. Electronic Commerce Research and Applications, v. 65, p. 101381, 2024. Disponível em: https://doi.org/10.1016/j.elerap.2024.101381.
PRASHAR, A.; PRASHAR, A. Digital fashion and metaverse platforms: Do platform attributes drive shopper's purchase intention? Australian Journal of Management, v. 50, n. 4, p. 1064–1086, 2025. Disponível em: https://doi.org/10.1177/03128962241246696.
VERNUCCIO, M.; BOCCALINI, S.; PATRIZI, M. User engagement with the VR-based metaverse in the brand experience: A consumer perspective. Sinergie Italian Journal of Management, v. 42, n. 2, p. 37–60, 2024. Disponível em: https://doi.org/10.7433/s124.2024.03.
WONGKITRUNGRUENG, A.; SUPRAWAN, L. Metaverse meets branding: Examining consumer responses to immersive brand experiences. International Journal of Human–Computer Interaction, v. 40, n. 11, p. 2905–2924, 2024. Disponível em: https://doi.org/10.1080/10447318.2023.2175162.
ZHANG, H.; LV, Y.; ZHANG, J. Z.; HOLLEBEEK, L. D.; BEHL, A.; URBONAVICIUS, S. Exploring purchase intention in metaverse retailing: Insights from an automotive platform. Journal of Retailing and Consumer Services, v. 82, p. 104144, 2025. Disponível em: https://doi.org/10.1016/j.jretconser.2024.104144.
