Title: Purchasing attitude in the metaverse through virtual reality glasses

Authors: Javier A. Sánchez-Torres; Sandra-Milena Palacio-López; Yuri-Lorene Hernández-Fernández; Carolina Marcela Perlaza-Lopera; Juan Pablo Arrubla-Zapata

Addresses: Department of Business, University of Barcelona, Spain ' Department of Marketing, University of Medellín, Colombia ' Facultad de Administración, Institución Universitaria Colegio Mayor del Antioquia, Colombia ' Facultad de Administración, Universidad de Antioquia, Colombia ' Department of Marketing, University of Medellín, Colombia

Abstract: New technologies focused on virtual reality (virtual reality glasses and metaverse worlds) are penetrating rapidly due to their swift development. The use of these specific technologies is becoming widespread, and brands are testing new relationships with their customers within these virtual reality worlds. The aim of this study was to exploratively analyse the adoption of these technologies by university students for shopping. The unified theory of acceptance and use of technology (UTAUT) technology adoption model was adapted, complementing it with other variables to analyse the possible behaviours of users in this novel purchasing process. The results validated all the variables of the UTAUT model, as well as other variables and their impact on the buying attitude in the metaverse using virtual reality glasses. The study provides valuable insights into the factors that influence users' attitudes towards making purchases in a metaverse using virtual reality glasses.

Keywords: metaverse; virtual reality glasses; VRGs; buying behaviour; attitude; internet; digital marketing.

DOI: 10.1504/IJSTM.2025.150823

International Journal of Services Technology and Management, 2025 Vol.30 No.4, pp.251 - 269

Received: 23 Mar 2025
Accepted: 30 Aug 2025
Published online: 23 Dec 2025 *

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