Vol. 8 No. 2 (2023): Turkish Journal of Marketing

How does shopping in the Metaverse affect hedonic and utilitarian motivations?

Fatma Meltem Ay
Yüksek Lisans Öğrencisi, Kocaeli Üniversitesi, Kocaeli, Türkiye
Fatih Koç
Doç. Dr., Kocaeli Üniversitesi, Kocaeli, Türkiye

Published 06/26/2023


  • Metaverse, Alışveriş Güdüleri, Niyet
  • Metaverse, Shopping Motivations, Intention

How to Cite

Ay, F. M., & Koç, F. (2023). How does shopping in the Metaverse affect hedonic and utilitarian motivations?. Turkish Journal of Marketing, 8(2), 51–63. https://doi.org/10.30685/tujom.v8i2.183


Shopping in Metaverse, introduced as a new universe, has increasing importance worldwide. Examining the motives that drive consumers to shop in this environment is vital for practitioners and academics. This study aims to examine whether shopping in the Metaverse will cause a change in consumer motivations. In addition, this study aims to determine the effects of shopping motives towards Metaverse on the intention to shop in Metaverse. In order to achieve these goals, the data were collected from 331 people using the online survey method. As a result of the analysis, it has been determined that shopping in the Metaverse causes a decrease in both utilitarian and hedonistic motives. In addition, it was concluded that the dimensions of adventure, relaxation and ideas positively affect the intention to shop in the Metaverse.


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