How to promote consumption in city metaverse? Research on XR experience design and consumer behavior of commercial streets
Jing Liang, Siqi Fan, Mu Jiang, Xin Zhang, Zhiyuan Qi · 2023
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 RAR (Reality + augmented reality) 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 RAR-induced consumer behavior by modifying the SOR theoretical model with our project experience. Our research identifies three external drivers of RAR: RAR features, RAR multidimensional experience, and RAR marketing. These external stimuli produce changes in RAR 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 RAR marketing guidelines.