Smart Extended Reality in the Metaverse-Tailing: The Rise of New Retail Landscape

Abstract

This chapter aims to investigate the rise of Metaverse by considering the merge of interactive technologies (such as augmented and virtual reality and artificial intelligence) into a new retail landscape. The research flow of this chapter is guided by three theories able to identify and clarify how a smart Extended Reality in the Metaverse-Tailing can be considered as the rise of new retail environment. First, the affordance theory of technology will help to understand the possibility of obtaining value from specific technology, deriving from the Metaverse world. Secondly, the lens of regulatory engagement theory is helpful to understand the positive engagement of people during their experience in a specific object or environment thanks to the exploitation of augmented and virtual reality in a Metaverse world. In line with the regulatory engagement theory, this chapter aims to underline the possible way of involvement in the Metaverse during a shopping journey and exploiting potentialities deriving from Augmented Reality, Virtual Reality and Artificial Intelligence, such as interaction, immersion, inspiration and satisfaction. Finally, the self-determination theory identifies the possible intrinsic or extrinsic motivation that leads people to experience retailing in the metaverse-tailing as a fusion of several advanced technologies.