Virtual Retail in the Metaverse: Customer Behavior Analytics, Extended Reality Technologies, and Immersive Visualization Systems
Virtual Retail in the Metaverse: Customer Behavior Analytics, Extended Reality Technologies, and Immersive Visualization Systems

Summary/Abstract: The aim of this systematic review is to synthesize and analyze virtual retail in the metaverse in terms of customer behavior analytics, extended reality technologies, and immersive visualization systems. With increasing evidence of consumer values on blockchain-based metaverse platforms, there is an essential demand for comprehending whether digitized retail products and augmented reality shopping tools in virtual malls can integrate consumer intelligence, contextual awareness, and brand perception metrics to result in computational efficiency improvement. In this research, prior findings were cumulated indicating that consumer journey analytics can assist in virtual asset purchasing by articulating personalized shopping experiences. I carried out a quantitative literature review of ProQuest, Scopus, and the Web of Science throughout February 2022, with search terms including “metaverse” + “virtual retail,” “customer behavior analytics,” “extended reality technologies,” and “immersive visualization systems.” As I analyzed research published in 2022, only 79 papers met the eligibility criteria. By removing controversial or unclear findings (scanty/unimportant data), results unsupported by replication, undetailed content, or papers having quite similar titles, I decided on 15, chiefly empirical, sources. Data visualization tools: Dimensions (bibliometric mapping) and VOSviewer (layout algorithms). Reporting quality assessment tool: PRISMA. Methodological quality assessment tools include: AXIS, Distiller SR, ROBIS, and SRDR.

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