Shopping in the metaverse: Insight from a consumer neuroscience study

The metaverse, a convergence of physical and digital spaces, has garnered significant interest in recent years, particularly for its potential applications in consumer behavior, including virtual shopping experiences. However, there remains a notable gap in understanding the cognitive and emotional aspects of the metaverse consumer experience. To address this gap, this study aimed to explore how the metaverse shopping experience may differ cognitively and emotionally from traditional e-commerce shopping. Twelve participants aged 20-26 (Gen Z) completed a shopping task in both Second Life (SL) and traditional e-commerce (EC) environments, purchasing the same product from the same brand. Neuroscientific techniques, including EEG, SC, and HR measurements, were employed to capture cognitive and emotional responses during the two shopping experiences. Additionally, participants completed self-report questionnaires assessing various dimensions of the Technology Acceptance Model (TAM) and subjective experiences such as Flow and Cognitive Effort. Our main finding reveals significant differences between the two environments. Second Life elicited higher levels of cognitive engagement, but also higher cognitive workload compared to traditional e-commerce. Moreover, it was associated with lower emotional involvement, indicating a less positive emotional experience. These results underscore the need for careful consideration of investments in virtual retail within SL, particularly in terms of its potential cognitive demands and limitations in evoking positive emotions. Leveraging a consumer neuroscience approach, we provide insights into the underlying cognitive and emotional processes of metaverse shopping and offer valuable implications for enhancing the metaverse consumer experience. Despite its limitations, this study sheds light on the cognitive and emotional dynamics of metaverse shopping, providing a critical foundation for future research as well as strategic initiatives aimed at improving consumer satisfaction and engagement in virtual retail environments.