Metaverse Servicescape: Emotional Response to Virtual Retail Design

Abstract

The highly anticipated global Metaverse market presents a burgeoning arena, particularly in shopping and retail. While physical retail environments have long emphasized the details of exterior and interior servicescape design, the shift to online shopping raises questions about applying these traditional retail principles to the Metaverse setting. This research adopts conjoint analysis to delve into the potential of localized Metaverse retail design by merging consumer emotions, market segmentation, and innovative retail technologies. Using the Pleasure, Arousal, Dominance (PAD) model, we examine Metaverse servicescape attributes, based on real-world counterparts, application in segmenting store design based on consumer preferences. Like in physical retailing cases, music, crowding, and noise are the most influential Metaverse attributes affecting consumer emotion. However, three different clusters emerged according to their emotional responses. Our experiment reveals that Metaverse servicescape attributes may evoke emotional responses akin to their physical counterparts while offering a valuable opportunity for customization that better satisfies market segments. Insights are offered for retailers navigating the dynamic Metaverse landscape, where personalization and localization are now more affordable and where multiple store designs can coexist in digital form—reaching larger markets.