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

被引:31
作者
Abumalloh, Rabab Ali [1 ]
Nilashi, Mehrbakhsh [2 ,11 ]
Ooi, Keng Boon [2 ,3 ,4 ,5 ]
Wei-Han, Garry [2 ,4 ,6 ]
Cham, Tat-Huei [2 ,7 ]
Dwivedi, Yogesh K. [8 ,9 ]
Hughes, Laurie [10 ]
机构
[1] Qatar Univ, Dept Comp Sci & Engn, Doha 2713, Qatar
[2] UCSI Univ, UCSI Grad Business Sch, 1 Jalan Menara Gading,UCSI Hts, Kuala Lumpur 56000, Malaysia
[3] FORE Sch Management, New Delhi, India
[4] Swinburne Univ Technol, Fac Business Design & Arts, Sarawak Campus, Kuching 93350, Malaysia
[5] Chang Jung Christian Univ, Coll Management, Tainan, Taiwan
[6] Adamson Univ, Coll Business Adm, Manila, Philippines
[7] Tashkent State Univ Econ, Tashkent, Uzbekistan
[8] Swansea Univ, Sch Management, Digital Futures Sustainable Business & Soc Res Grp, Bay Campus, Swansea, Wales
[9] Symbiosis Int, Symbiosis Inst Business Management, Pune, India
[10] Swansea Univ, Sch Management, Digital Futures Sustainable Business & Soc Res Grp, Bay Campus, Swansea, Wales
[11] Univ Sains Malaysia, Ctr Global Sustainabil Studies CGSS, Gelugor, Penang, Malaysia
基金
英国科研创新办公室;
关键词
Metaverse; Resource-Based View; Sustainability commitment; Competitive advantage; Retail industry; RESOURCE-BASED VIEW; PRODUCT INNOVATION; VIRTUAL-REALITY; PLS-SEM; DIGITAL TECHNOLOGIES; PERCEIVED SECURITY; PRIVACY; FIRM; PERFORMANCE; BLOCKCHAIN;
D O I
10.1007/s10479-023-05608-8
中图分类号
C93 [管理学]; O22 [运筹学];
学科分类号
070105 ; 12 ; 1201 ; 1202 ; 120202 ;
摘要
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.
引用
收藏
页码:5 / 46
页数:42
相关论文
共 50 条
[41]   THE IMPACT OF ABSORPTIVE CAPACITY AND INNOVATION AMBIDEXTERITY ON SUSTAINABLE COMPETITIVE ADVANTAGE: THE CASE OF INDONESIAN HIGHER EDUCATION [J].
Pangarso, Astadi ;
Astuti, Endang Siti ;
Raharjo, Kusdi ;
Afrianty, Tri Wulida .
ENTREPRENEURSHIP AND SUSTAINABILITY ISSUES, 2020, 7 (03) :2436-2455
[42]   Influence Of Innovation And Cost-Cutting Strategies In The Competitive Advantage - Impact In The Production Industry In Romania [J].
Maita, Nicolae Daniel .
EDUCATION EXCELLENCE AND INNOVATION MANAGEMENT: A 2025 VISION TO SUSTAIN ECONOMIC DEVELOPMENT DURING GLOBAL CHALLENGES, 2020, :16860-16870
[43]   The Role of Marketing Strategy on Competitive Advantage and Its Impact on Home Sales in South Sulawesi [J].
Mujahid ;
Haskas, Yasir .
ADVANCED SCIENCE LETTERS, 2017, 23 (11) :10906-10909
[44]   Key determinants of product value for business sustainability in glove industry: A moderating impact of technological competency [J].
Kim, Long .
SUSTAINABLE FUTURES, 2024, 8
[45]   Impact of Competitive Capabilities on Sustainable Manufacturing Applications in Romanian SMEs from the Textile Industry [J].
Ceptureanu, Eduard Gabriel ;
Ceptureanu, Sebastian Ion ;
Bologa, Razvan ;
Bologa, Ramona .
SUSTAINABILITY, 2018, 10 (04)
[46]   Impact of community-based business model and competitive advantage on exports: evidence from diamond industry [J].
Kumar, Shubham ;
Kumar, Deepak ;
Sengupta, Keya ;
Giri, Tapas Kumar .
COMPETITIVENESS REVIEW, 2021, 31 (02) :276-296
[47]   Investigating the Impact of Artificial Intelligence on the Performance and Sustainability of Transportation in the Retail Industry: A Structural Equation Modeling Approach [J].
Alhammadi, Aisha ;
Cheaitou, Ali ;
Alrhaimi, Salem .
PROCEEDING OF THE 7TH INTERNATIONAL CONFERENCE ON LOGISTICS OPERATIONS MANAGEMENT, GOL 2024, VOL 1, 2024, 1104 :99-105
[48]   Exploring the impact of sustainability (ESG) disclosure on firm value and financial performance (FP) in airline industry: the moderating role of size and age [J].
Abdi, Yaghoub ;
Li, Xiaoni ;
Camara-Turull, Xavier .
ENVIRONMENT DEVELOPMENT AND SUSTAINABILITY, 2022, 24 (04) :5052-5079
[49]   Competitive intelligence and its impact on innovations in tourism industry of China: An empirical research [J].
Bao, Yanli .
PLOS ONE, 2020, 15 (07)
[50]   Towards sustainable sustainability: exploring the impact of antecedents on industry 4.0 and sustainable performance of organizations-an empirical investigation [J].
Reza, Mohammad Nurul Hassan ;
Jayashree, Sreenivasan ;
Malarvizhi, Chinnasamy Agamudai ;
Gunasekaran, Angappa ;
Mohiuddin, Muhammad .
ANNALS OF OPERATIONS RESEARCH, 2024,