Publication: Metaverse, a new channel for the future retail sector? A systematic literature review on Virtual World and Metaverse retailing
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2022
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Abstract
El Metaverso ha sido un sueño desde siempre, pero hoy en día es una posibilidad real gracias a los avances tecnológicos. Muchas empresas se han centrado en este nuevo canal potencial y es crucial entender cómo se comportan los consumidores dentro del Metaverso. Este trabajo de fin de máster tiene como objetivo la revisión de la literatura existente desde 2013 hasta 2022 sobre el Metaverso como canal de distribución. El trabajo responde a diez preguntas de investigación sobre el concepto, las teorías, las metodologías y los resultados relacionados con el Metaverso. Para responder a estas preguntas de investigación, se realizó primero un análisis bibliométrico seguido de una revisión sistemática de la literatura. Las contribuciones principales de este trabajo son dos. La primera es ofrecer una descripción evolutiva del concepto de Metaverso y su clasificación y la segunda es una agenda de investigación en relación con el retail en Metaverso.
The Metaverse has always been a dream, but today it is a real possibility thanks to technological advances. Many companies have focused on this potential new channel, and it is crucial to understand how consumers behave within the Metaverse. This master thesis aims to review the existing literature from 2013 to 2022 on the Metaverse as a distribution channel. The work answers ten research questions about the concept, theories, methodologies, and results related to the Metaverse. To answer these research questions, a bibliometric analysis was first conducted, followed by a systematic literature review. The main contributions of this paper are twofold. The first is to provide an evolutionary description of the Metaverse concept and its classification, and the second is a research agenda in relation to Metaverse retailing.
The Metaverse has always been a dream, but today it is a real possibility thanks to technological advances. Many companies have focused on this potential new channel, and it is crucial to understand how consumers behave within the Metaverse. This master thesis aims to review the existing literature from 2013 to 2022 on the Metaverse as a distribution channel. The work answers ten research questions about the concept, theories, methodologies, and results related to the Metaverse. To answer these research questions, a bibliometric analysis was first conducted, followed by a systematic literature review. The main contributions of this paper are twofold. The first is to provide an evolutionary description of the Metaverse concept and its classification, and the second is a research agenda in relation to Metaverse retailing.
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