The Mediating Effect Of Metaverse Technology On The Relationship Between Virtual Economy And Launching Clothing Retailers: The Case Of Dubai

Abstract

In the metaverse, users can communicate with one another through avatars in a virtual setting. The retail industry is one of the sectors that has expressed interest in using the metaverse for product marketing and sales as it has grown in popularity in recent years. However, it can be difficult to launch a retail clothing business in the metaverse, and investors must take into account a number of factors to guarantee success. This research sought to learn more about the influences on Dubai investors' decision to launch a retail clothing line in the metaverse. The dependent variable was the launch of clothing in the metaverse in Dubai, and the independent variables were the metaverse technology, the subjective workload, and the virtual economy. The research used a survey questionnaire and a quantitative research design. SPSS and AMOS software were used to analyze the data for demographic and structural equation modeling purposes. The results of a survey of 398 respondents showed that all independent variables had a significant impact on the mediator variable. The metaverse technology, in particular, was positively impacted by the virtual economy and subjective workload, which in turn influenced the launch of clothing in the metaverse in Dubai.