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Merchandising/Marketing/Retailing: Management

Navigating Barriers and Outcomes of Metaverse: A Construal Level Theory Approach  

Authors
  • Sharmin Shoukat (Auburn University)
  • Tahseen Tawseef (Auburn University)
  • Jung Eun Lee (Auburn University)
  • Veena Chattaraman (Auburn University)

Abstract

The metaverse is a 3D virtual platform where users can interact and engage in activities similar to real life. Its popularity has surged since 2020, with the market size surpassing $68 billion in 2022 and expected to reach $3 trillion by 2032. Despite the expected growth of the metaverse, there is limited literature that addresses the barriers to consumer engagement with the metaverse. This conceptual paper uses construal level theory (CLT) to identify these barriers, focusing on temporal, spatial, social, and hypothetical distances. The purpose of this conceptual paper is to propose a conceptual framework that delineates the relationships between consumers' barriers and the outcome of the metaverse context. Future research could employ diverse theoretical approaches (e.g., Technology acceptance theory, Unified theory of acceptance and use of technology) with the metaverse context. 

Keywords: Metaverse, barriers, outcomes, construal level theory

How to Cite:

Shoukat, S., Tawseef, T., Lee, J. E. & Chattaraman, V., (2025) “Navigating Barriers and Outcomes of Metaverse: A Construal Level Theory Approach  ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18774

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Published on
2025-01-18

Peer Reviewed