Abstract
The emergence of innovative technologies such as 5G, big data, and XR immersive technology is providing richer data sets and a deeper understanding of human behavior, which has the potential to redefine urban design activities and service provision through the metaverse. In the current wave of metaverse digital planning, commercial streets are a significant aspect of urban cultural and tourism, but there is limited knowledge on how to integrate metaverse digital content in real urban spaces to promote consumption.This study aims to investigate the factors that promote purchase in XR environments by integrating the concept of city metaverse and related work on XR technologies in consumer experience and behavior. We have constructed a model of XR-induced consumer behavior by modifying the SOR theoretical model with our project experience. Our research identifies three external drivers of XR: XR features, XR multidimensional experience, and XR marketing. These external stimuli produce changes in XR consumer perceptions in three areas: hedonic, utilitarian, and social value. Changes in consumer perceptions can lead to subsequent consumer behavior, such as enhanced willingness to consume, willingness to recommend, and loyalty. These findings have broader applications in the context of the city metaverse, providing designers and researchers with new insights into the technology of virtual-real integration and inspiration for design patterns. Additionally, our study provides commercial space operators with reference value for XR marketing guidelines.
Keywords
city metaverse, XR, consumer experience, consumer behavior
DOI
https://doi.org/10.21606/iasdr.2023.103
Citation
Liang, J., Fan, S., Jiang, M., Zhang, X.,and Qi, Z.(2023) How to promote consumption in city metaverse? Research on XR experience design and consumer behavior of commercial streets, in De Sainz Molestina, D., Galluzzo, L., Rizzo, F., Spallazzo, D. (eds.), IASDR 2023: Life-Changing Design, 9-13 October, Milan, Italy. https://doi.org/10.21606/iasdr.2023.103
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
fullpapers
Included in
How to promote consumption in city metaverse? Research on XR experience design and consumer behavior of commercial streets
The emergence of innovative technologies such as 5G, big data, and XR immersive technology is providing richer data sets and a deeper understanding of human behavior, which has the potential to redefine urban design activities and service provision through the metaverse. In the current wave of metaverse digital planning, commercial streets are a significant aspect of urban cultural and tourism, but there is limited knowledge on how to integrate metaverse digital content in real urban spaces to promote consumption.This study aims to investigate the factors that promote purchase in XR environments by integrating the concept of city metaverse and related work on XR technologies in consumer experience and behavior. We have constructed a model of XR-induced consumer behavior by modifying the SOR theoretical model with our project experience. Our research identifies three external drivers of XR: XR features, XR multidimensional experience, and XR marketing. These external stimuli produce changes in XR consumer perceptions in three areas: hedonic, utilitarian, and social value. Changes in consumer perceptions can lead to subsequent consumer behavior, such as enhanced willingness to consume, willingness to recommend, and loyalty. These findings have broader applications in the context of the city metaverse, providing designers and researchers with new insights into the technology of virtual-real integration and inspiration for design patterns. Additionally, our study provides commercial space operators with reference value for XR marketing guidelines.