Linguistic and Philosophical Investigations
21, 2022, pp. 73–88, ISSN 1841-2394, eISSN 2471-0881
Virtual Retail in the Metaverse:
Customer Behavior Analytics, Extended Reality
Technologies, and Immersive Visualization Systems
Donald Adams*
ABSTRACT. The aim of this systematic review is to synthesize and analyze virtual
retail in the metaverse in terms of customer behavior analytics, extended reality
technologies, and immersive visualization systems. With increasing evidence of
consumer values on blockchain-based metaverse platforms, there is an essential
demand for comprehending whether digitized retail products and augmented reality
shopping tools in virtual malls can integrate consumer intelligence, contextual aware-
ness, and brand perception metrics to result in computational efficiency improvement.
In this research, prior findings were cumulated indicating that consumer journey
analytics can assist in virtual asset purchasing by articulating personalized shopping
experiences. I carried out a quantitative literature review of ProQuest, Scopus, and
the Web of Science throughout February 2022, with search terms including “meta-
verse” + “virtual retail,” “customer behavior analytics,” “extended reality tech-
nologies,” and “immersive visualization systems.” As I analyzed research published
in 2022, only 79 papers met the eligibility criteria. By removing controversial or
unclear findings (scanty/unimportant data), results unsupported by replication,
undetailed content, or papers having quite similar titles, I decided on 15, chiefly
empirical, sources. Data visualization tools: Dimensions (bibliometric mapping) and
VOSviewer (layout algorithms). Reporting quality assessment tool: PRISMA.
Methodological quality assessment tools include: AXIS, Distiller SR, ROBIS, and
SRDR.
Keywords: virtual; retail; metaverse; behavior analytics; customer; visualization
How to cite: Adams, D. (2022). “Virtual Retail in the Metaverse: Customer Behavior
Analytics, Extended Reality Technologies, and Immersive Visualization Systems,” Linguistic
and Philosophical Investigations 21: 73–88. doi: 10.22381/lpi2120225.
Received 27 February 2022 • Received in revised form 26 May 2022
Accepted 28 May 2022 • Available online 30 May 2022
*The Cognitive Labor Institute, New York City, NY, USA, [email protected].
73
1. Introduction
Artificial intelligence-powered technologies and tools can increase customer
lifetime value (Griffin and Krastev, 2021; Nica, 2017; Peters, 2022; Popescu
et al., 2020; Vinerean et al., 2022) in virtual worlds by e-commerce capa-
bilities. The purpose of my systematic review is to examine the recently pub-
lished literature on virtual retail in the metaverse and integrate the insights it
configures on customer behavior analytics, extended reality technologies, and
immersive visualization systems. By analyzing the most recent (2022) and
significant (Web of Science, Scopus, and ProQuest) sources, my paper has
attempted to prove that augmented and virtual reality applications can
articulate a realistic user experience (Andronie et al., 2021a, b, c; Kliestik et
al., 2020; Pop et al., 2022), building brand awareness and bringing about
heightened consumer demand. The actuality and novelty of this study are
articulated by addressing consumer values on blockchain-based metaverse
platforms, that is an emerging topic involving much interest. My research
problem is whether digitized retail products and augmented reality shopping
tools in virtual malls can integrate consumer intelligence, contextual aware-
ness, and brand perception metrics (Jenkins, 2022; Nica et al., 2021; Poliak
et al., 2021; Rydell and Suler, 2021) to result in computational efficiency
improvement. In this review, prior findings have been cumulated indicating
that virtual and augmented reality devices, real-time sensor data, and cognitive
enhancement technologies can affect consumption patterns, smart asset man-
agement, and merchandise supply planning, improving customer retention
and loyalty.
The identified gaps advance the decentralized virtual world and inter-
operable platforms enabled by the Web 3.0 architecture as immersive and
shared metaverse. My main objective is to indicate that, by deploying pre-
dictive analytics, augmented reality shopping tools, and immersive visual-
ization systems in digital experience economy (Blazek et al., 2022; Lăzăroiu,
2017; Nica, 2021; Popescu, 2017; Valle, 2021), real-time performance data
is achieved, while customers are increasingly acquired and retained. This
systematic review contributes to the literature on brand strength in virtual
stores throughout the blockchain-based metaverse by clarifying that consumer
journey analytics can assist in virtual asset purchasing (Glogovețan et al.,
2022; Lăzăroiu et al., 2022; Nica et al., 2022; Popescu, 2018) by articulating
personalized shopping experiences.
2. Theoretical Overview of the Main Concepts
Retail analytics, biometric payment tools, and computer vision algorithms can
increase customer contextual data, behaviors, and engagement, enhancing
immersive 3D experiences in the virtual economy. Virtual and augmented
74
reality tracking can predict user behaviors and strengthen shopping habits by
harnessing consumer location data. By leveraging predictive analytics and
computer vision tools in retail livestreaming, consumer shopping patterns are
determined. The manuscript is organized as following: theoretical overview
(section 2), methodology (section 3), consumer values on blockchain-based
metaverse platforms (section 4), improving brand strength in virtual stores
throughout the blockchain-based metaverse (section 5), consumer attention
in a computer-generated universe throughout entertaining metaverse events
(section 6), discussion (section 7), synopsis of the main research outcomes
(section 8), conclusions (section 9), limitations, implications, and further
directions of research (section 10).
3. Methodology
I carried out a quantitative literature review of ProQuest, Scopus, and the Web
of Science throughout February 2022, with search terms including “meta-
verse” + “virtual retail,” “customer behavior analytics,” “extended reality
technologies,” and “immersive visualization systems.” The search terms were
determined as being the most employed words or phrases across the analyzed
literature. As I analyzed research published in 2022, only 79 papers met
the eligibility criteria. By removing controversial or unclear findings (scanty/
unimportant data), results unsupported by replication, undetailed content, or
papers having quite similar titles, I decided on 15, chiefly empirical, sources
(Tables 1 and 2). Extracting and inspecting publicly accessible files (scholarly
sources) as evidence, before the research began no institutional ethics
approval was required. Data visualization tools: Dimensions (bibliometric
mapping) and VOSviewer (layout algorithms). Reporting quality assessment
tool: PRISMA. Methodological quality assessment tools include: AXIS,
Distiller SR, ROBIS, and SRDR (Figures 1–6).
Table 1 Topics and types of scientific products identified and selected.
Topic Identified Selected
metaverse + virtual retail 21 4
metaverse + customer behavior analytics 20 4
metaverse + extended reality technologies 20 4
metaverse + immersive visualization systems 18 3
Type of paper
Original research 51 14
Review 5 1
Conference proceedings 11 0
Book 4 0
Editorial 8 0
Source: Processed by the authors. Some topics overlap.
75
Figure 1 Co-authorship
Figure 2 Citation
76
Figure 3 Bibliographic coupling
Figure 4 Co-citation
77
Table 2 General synopsis of evidence as regards focus topics
and descriptive outcomes (research findings).
5G hyperconnected networks, blockchain-based Gibbert et al., 2022;
digital currencies, and extended reality technologies Laviola et al., 2022;
can typify the decentralized virtual world and Xi et al., 2022
interoperable platforms enabled by the Web 3.0
architecture as immersive and shared metaverse.
Virtual retail experiences across immersive digital Lukava et al., 2022;
worlds can typify consumer values on blockchain- Skalidis et al., 2022;
based metaverse platforms. Zhao et al., 2022
Livestreaming e-commerce and immersive Almarzouqi et al. 2022;
interconnected virtual experiences can drive Reis and Ashmore, 2022;
engagement and growth while optimizing user Wang, 2022
journeys during live-video shopping events in
the metaverse.
Metaverse consumer retail data can optimize Kshetri, 2022; Reis and
customized shopping experiences. By leveraging Ashmore, 2022; Zhang
predictive analytics and computer vision tools in et al., 2022
retail livestreaming, consumer shopping patterns
are determined.
Immersive technologies and real-time predictive Laviola et al., 2022;
analytics can influence consumer behaviors and Turner, 2022; Zyda,
buying patterns during live-video shopping events 2022
in the metaverse. Artificial intelligence-powered
technologies and tools can increase customer
lifetime value in virtual worlds.
Real-time customer data analytics and dynamic Lukava et al., 2022;
routing technology can configure convenient Skalidis et al., 2022;
shopping experiences and customized production, Xi et al., 2022
improving brand strength in virtual stores throughout
the blockchain-based metaverse.
Data management processes in virtual Kshetri, 2022; Reis and
shopping malls can improve customer loyalty Ashmore, 2022; Zhao et
and decision journeys through advanced analytics, al., 2022
eye-tracking technologies, geospatial mapping,
and self-learning algorithms throughout
the blockchain-based metaverse.
Personalized and convenient services, customized Almarzouqi et al. 2022;
digital experiences, and competitive product Solakis et al., 2022;
offerings can optimize experiential shopping and Wang, 2022
capture consumer attention in a computer-generated
universe throughout entertaining metaverse events.
Improved operational agility can build customer Park and Kim, 2022;
relationships and enable seamless purchasing Xi et al., 2022; Zhang
experiences through vision technology, automated et al., 2022
speech recognition, and decision support tools
throughout entertaining metaverse events.
78
Identification
Records identified through Records identified through
Web of Science search Scopus and ProQuest search
(n = 48) (n = 79)
Records after duplicates removed
(n = 79)
Screening
Records screened Records excluded
(n = 79) (n = 21)
Eligibility
Full-text articles Full-text articles
assessed for eligibility excluded, with reasons
(n = 58) (n = 43):
Out of scope (n = 15),
Insufficient detail (n = 14),
Limited rigor (n = 14)
Included
Studies included in
qualitative synthesis
(n = 15)
Figure 5 PRISMA flow diagram describing the search results and screening.
Preferred Reporting Items for Systematic Reviews and Meta-analysis (PRISMA)
guidelines were used that ensure the literature review is comprehensive, transparent,
and replicable. The flow diagram, produced by employing a Shiny app, presents
the stream of evidence-based collected and processed data through the various steps
of a systematic review, designing the amount of identified, included,
and removed records, and the justifications for exclusions.
To ensure compliance with PRISMA guidelines, a citation software was used,
and at each stage the inclusion or exclusion of articles was tracked by use of custom
spreadsheet. Justification for the removal of ineligible articles was specified during
the full-text screening and final selection.
79
To ensure first-rate standard of evidence, a systematic search
of relevant databases including peer-reviewed published
journal articles was conducted using predefined search terms,
covering a range of research methods and data sources.
Reference lists of all relevant sources were manually
reviewed for additional relevant citations.
Titles of papers and abstracts were screened for suitability
and selected full texts were retrieved to establish whether
they satisfied the inclusion criteria. All records from each
database were evaluated by using data extraction forms.
Data covering research aims, participants, study design,
and method of each paper were extracted.
The inclusion criteria were: (i) articles included in the Web of
Science, Scopus, and ProQuest databases, (ii) publication date
(2022), (iii) written in English, (iv) being an original
empirical research or review article, and (v) particular search
terms covered; (i) conference proceedings, (ii) books, and (iii)
editorial materials were eliminated from the analysis.
SRDR gathered, handled, and analyzed the data for
the systematic review, being configured as an archive and tool
harnessed in data extraction through transparent, efficient, and
reliable quantitative techniques. Elaborate extraction forms
can be set up, meeting the needs of research questions and
study designs.
Distiller SR screened and extracted the collected data.
AMSTAR evaluated the methodological quality
of systematic reviews.
The quality of academic articles was determined and risk of
bias was measured by MMAT, that tested content validity and
usability of selected studies in terms of screening questions,
type of design, corresponding quality criteria, and overall
quality score.
ROBIS assessed the risk of bias in systematic reviews.
AXIS evaluated the quality of cross-sectional studies.
Dedoose analyzed qualitative and mixed methods research.
Figure 6 Screening and quality assessment tools
80
4. Consumer Values on Blockchain-based Metaverse Platforms
5G hyperconnected networks, blockchain-based digital currencies, and ex-
tended reality technologies (Gibbert et al., 2022; Laviola et al., 2022; Xi et
al., 2022) can typify the decentralized virtual world and interoperable plat-
forms enabled by the Web 3.0 architecture as immersive and shared meta-
verse. Livestreaming e-commerce can reach and engage consumers, with data-
driven decision making shaping personalized product recommendations.
Virtual and augmented reality tracking can predict user behaviors and
strengthen shopping habits by harnessing consumer location data. Augmented
and virtual reality applications can articulate a realistic user experience,
building brand awareness and bringing about heightened consumer demand.
Virtual retail experiences across immersive digital worlds (Lukava et al.,
2022; Skalidis et al., 2022; Zhao et al., 2022) can typify consumer values on
blockchain-based metaverse platforms. Extended reality technologies and
synthetic environments typify interconnected virtual worlds. By leveraging
text analytics and natural language processing tools, big data-driven proc-
esses and technologies can improve customer relationship management as
regards digital commerce and goods.
Livestreaming e-commerce and immersive interconnected virtual experi-
ences can drive engagement and growth (Almarzouqi et al. 2022; Reis and
Ashmore, 2022; Wang, 2022) while optimizing user journeys during live-
video shopping events in the metaverse. Retail brands in virtual environ-
ments can harness real-time data tracking and monitoring, analytic decision
models, and 3D modeling tools to improve customer loyalty and expecta-
tions during immersive retail experiences. By deploying predictive analytics,
augmented reality shopping tools, and immersive visualization systems in
digital experience economy, real-time performance data is achieved, while
customers are increasingly acquired and retained. (Table 3)
Table 3 Synopsis of evidence as regards focus topics and descriptive outcomes
(research findings)
5G hyperconnected networks, blockchain-based Gibbert et al., 2022;
digital currencies, and extended reality technologies Laviola et al., 2022;
can typify the decentralized virtual world and Xi et al., 2022
interoperable platforms enabled by the Web 3.0
architecture as immersive and shared metaverse.
Virtual retail experiences across immersive digital Lukava et al., 2022;
worlds can typify consumer values on blockchain- Skalidis et al., 2022;
based metaverse platforms. Zhao et al., 2022
Livestreaming e-commerce and immersive Almarzouqi et al. 2022;
interconnected virtual experiences can drive Reis and Ashmore, 2022;
engagement and growth while optimizing user Wang, 2022
journeys during live-video shopping events in
the metaverse.
81
5. Improving Brand Strength in Virtual Stores
throughout the Blockchain-based Metaverse
Metaverse consumer retail data (Kshetri, 2022; Reis and Ashmore, 2022;
Zhang et al., 2022) can optimize customized shopping experiences. By
leveraging predictive analytics and computer vision tools in retail live-
streaming, consumer shopping patterns are determined. Retail analytics, bio-
metric payment tools, and computer vision algorithms can increase customer
contextual data, behaviors, and engagement, enhancing immersive 3D
experiences in the virtual economy. Digitized retail products and augmented
reality shopping tools in virtual malls can integrate consumer intelligence,
contextual awareness, and brand perception metrics to result in computa-
tional efficiency improvement.
Immersive technologies and real-time predictive analytics can influence
consumer behaviors and buying patterns (Laviola et al., 2022; Turner, 2022;
Zyda, 2022) during live-video shopping events in the metaverse. Predictive
customer analytics and behavioral data can improve consumer shopping ex-
perience and digital engagement across virtual delivery networks. Artificial
intelligence-powered technologies and tools can increase customer lifetime
value in virtual worlds by e-commerce capabilities.
Real-time customer data analytics and dynamic routing technology can
configure convenient shopping experiences and customized production
(Lukava et al., 2022; Skalidis et al., 2022; Xi et al., 2022), improving brand
strength in virtual stores throughout the blockchain-based metaverse. Virtual
shelves and assets in online and virtual marketplaces can improve immersive
retail experiences and shape customer purchase behavior and preferences.
Customized avatars and virtual reality entertainment can strengthen the con-
sumer-based economy by use of analytical artificial intelligence, expanding
brand visibility in interactive digital worlds. (Table 4)
Table 4 Synopsis of evidence as regards focus topics and descriptive outcomes
(research findings)
Metaverse consumer retail data can optimize Kshetri, 2022; Reis and
customized shopping experiences. By leveraging Ashmore, 2022; Zhang
predictive analytics and computer vision tools in et al., 2022
retail livestreaming, consumer shopping patterns
are determined.
Immersive technologies and real-time predictive Laviola et al., 2022;
analytics can influence consumer behaviors and Turner, 2022; Zyda,
buying patterns during live-video shopping events 2022
in the metaverse.
Real-time customer data analytics and dynamic Lukava et al., 2022;
routing technology can configure convenient Skalidis et al., 2022;
shopping experiences and customized production, Xi et al., 2022
improving brand strength in virtual stores throughout
the blockchain-based metaverse.
82
6. Consumer Attention in a Computer-Generated Universe
throughout Entertaining Metaverse Events
Data management processes in virtual shopping malls can improve customer
loyalty and decision journeys (Kshetri, 2022; Reis and Ashmore, 2022; Zhao
et al., 2022) through advanced analytics, eye-tracking technologies, geo-
spatial mapping, and self-learning algorithms throughout the blockchain-
based metaverse. Customer predictive analytics and delivery management
software can increase consumer engagement and lead to frictionless shop-
ping experiences, while increasing brand visibility and awareness. Consumer
journey analytics can assist in virtual asset purchasing by articulating per-
sonalized shopping experiences.
Personalized and convenient services, customized digital experiences, and
competitive product offerings can optimize experiential shopping and capture
consumer attention (Almarzouqi et al. 2022; Solakis et al., 2022; Wang,
2022) in a computer-generated universe throughout entertaining metaverse
events. Virtual and augmented reality devices, real-time sensor data, and
cognitive enhancement technologies can affect consumption patterns, smart
asset management, and merchandise supply planning, improving customer
retention and loyalty.
Improved operational agility can build customer relationships and enable
seamless purchasing experiences (Park and Kim, 2022; Xi et al., 2022; Zhang
et al., 2022) through vision technology, automated speech recognition, and
decision support tools throughout entertaining metaverse events. Virtual store
experiences and digital asset collectability can improve brand recognition
and consumer expectations while optimizing data collection through cutting-
edge merchandising strategies. (Table 5)
Table 5 Synopsis of evidence as regards focus topics and descriptive outcomes
(research findings)
Data management processes in virtual Kshetri, 2022; Reis and
shopping malls can improve customer loyalty Ashmore, 2022; Zhao et
and decision journeys through advanced analytics, al., 2022
eye-tracking technologies, geospatial mapping,
and self-learning algorithms throughout
the blockchain-based metaverse.
Personalized and convenient services, customized Almarzouqi et al. 2022;
digital experiences, and competitive product Solakis et al., 2022;
offerings can optimize experiential shopping and Wang, 2022
capture consumer attention in a computer-generated
universe throughout entertaining metaverse events.
Improved operational agility can build customer Park and Kim, 2022;
relationships and enable seamless purchasing Xi et al., 2022; Zhang
experiences through vision technology, automated et al., 2022
speech recognition, and decision support tools
throughout entertaining metaverse events.
83
7. Discussion
I integrate my systematic review throughout research indicating how live-
streaming e-commerce can reach and engage consumers, with data-driven
decision making shaping personalized product recommendations. Extended
reality technologies and synthetic environments typify interconnected virtual
worlds. My research complements recent analyses clarifying how predictive
customer analytics and behavioral data can improve consumer shopping ex-
perience and digital engagement across virtual delivery networks. I elucidate,
by cumulative evidence, previous research demonstrating how customized
avatars and virtual reality entertainment can strengthen the consumer-based
economy by use of analytical artificial intelligence, expanding brand visibility
in interactive digital worlds.
8. Synopsis of the Main Research Outcomes
Customer predictive analytics and delivery management software can in-
crease consumer engagement and lead to frictionless shopping experiences,
while increasing brand visibility and awareness. By leveraging text analytics
and natural language processing tools, big data-driven processes and tech-
nologies can improve customer relationship management as regards digital
commerce and goods.
9. Conclusions
Relevant research has investigated whether virtual store experiences and
digital asset collectability can improve brand recognition and consumer ex-
pectations while optimizing data collection through cutting-edge merchan-
dising strategies. This systematic literature review presents the published
peer-reviewed sources covering how retail brands in virtual environments can
harness real-time data tracking and monitoring, analytic decision models,
and 3D modeling tools to improve customer loyalty and expectations during
immersive retail experiences. The research outcomes drawn from the above
analyses indicate that virtual shelves and assets in online and virtual
marketplaces can improve immersive retail experiences and shape customer
purchase behavior and preferences.
10. Limitations, Implications, and Further Directions of Research
By analyzing only articles published in 2022 in journals indexed in the Web
of Science, Scopus, and ProQuest databases, relevant sources on virtual retail
in the metaverse in terms of customer behavior analytics, extended reality
technologies, and immersive visualization systems may have been excluded.
84
Limitations of this research comprise particular kinds of publications (original
empirical research and review articles) discounting others (conference
proceedings articles, books, and editorial materials). The scope of my study
also does not move forward the inspection of live-video shopping events in
the metaverse.
Subsequent analyses should develop on advanced analytics, eye-tracking
technologies, geospatial mapping, and self-learning algorithms throughout
the blockchain-based metaverse. Future research should thus investigate
optimizing user journeys during live-video shopping events in the metaverse.
In the future, attention should be directed to entertaining metaverse events.
Donald Adams, https://orcid.org/0000-0002-4183-0831
Compliance with ethical standards
This article does not contain any studies with human participants or animals
performed by the author.
Data availability statement
All data generated or analyzed are included in the published article.
Funding information
This paper was supported by Grant GE-1450647 from the Autonomous Mo-
bility Systems Laboratory, Southampton, England. The funder had no role in
study design, data collection analysis, and interpretation, decision to submit
the manuscript for publication, or the preparation and writing of this paper.
Author contributions
The author confirms being the sole contributor of this work and approved
it for publication. The author takes full responsibility for the accuracy and
the integrity of the data analysis.
Conflict of interest statement
The author declares that the research was conducted in the absence of any
commercial or financial relationships that could be construed as a potential
conflict of interest.
Disclosure by the editors of record
The editors declare no conflict of interest in the review and publication
decision regarding this article.
Transparency statement
The author affirms that the manuscript represents an honest, accurate, and
transparent account of the research being reported, that no relevant aspects
of the study have been left out, and that any inconsistencies from the research
as planned (and, if significant, registered) have been clarified.
85
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