Shopping in the metaverse: role of enjoyment from the perspective of information system success model

PurposeDrawing from information system success model, this study explores system, information and service factors that influence consumer shopping enjoyment and purchase intention in Metaverse virtual stores.Design/methodology/approachA survey questionnaire was administered to 239 randomly selected Softbank consumers using Instagram in South Korea who posted content with the keywords "zepeto softbank". Hypothesized relationships were examined using structural equation modelling.FindingsStatistically significant relationships were found between: "sense of presence" and "perceived technology utility" (system factors); "information richness" and "perceived product quality" (information factors) and "parasocial interaction" and "perceived service quality" (service factors). Most of these factors positively affect consumers' "shopping enjoyment", and subsequently promote "purchase intention". However, "sense of presence" and "perceived product quality" had no statistically significant impacts on "shopping enjoyment".Originality/valueThis paper offers original insights into emerging meta-commerce marketing research using the information system success model. From a managerial perspective, the results of the study help firms identify opportunities in Metaverse shopping and make appropriate marketing strategies in advance.