UNDERSTANDING COMPULSIVE BUYING IN THE METAVERSE: A DUAL-ROUTE PERSUASION PERSPECTIVE

Abstract

Compulsive buying continues to be recognized as a maladaptive consumer behavior and has increasingly attracted the attention of both scholars and practitioners. Despite this growing interest, limited empirical work has examined consumer behavior within Metaverse environments, highlighting a clear need for further investigation. This study addresses this gap by examining compulsive buying behavior in a simulated Metaverse setting. A 3 by 3 factorial experimental design was employed, and data were collected from 87 participants. The findings reveal that more immersive Metaverse experiences significantly intensify compulsive buying tendencies within the Metaverse. In addition, ideal self-congruence with the Metaverse was found to play a significant indirect role in shaping this behavior. By integrating insights from established behavioral theories with emerging Metaverse literature, this study contributes to the theoretical understanding of compulsive consumption in virtual environments and offers meaningful implications for managers seeking to design responsible and engaging Metaverse experiences.