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<p>This study investigates the role of IT system and social affordances in shaping consumers’ post-purchase intentions within the metaverse, employing the Theory of Affordance. Utilizing a sequential mixed-methods research design, Study 1 identifies critical affordances and their experiential outcomes, while Study 2 empirically tests their impact using structural equation modeling on survey data from 410 metaverse users. Results reveal that IT system and social affordances significantly influence repurchase and recommendation intentions, with interactive experience mediating these relationships. This research advances understanding of metaverse commerce, providing theoretical insights and practical guidelines for enhancing consumer engagement and loyalty in virtual environments.</p>

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Examining IT and Social Affordances for Post-purchase Behaviour in the Metaverse

  • 期刊论文

  • 发表日期：

    2026年5月16日

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  • Janarthanan Balakrishnan,
  • Adil S. Al-Busaidi,
  • Rasha Alahmad,
  • Vincent Dutot,
  • Yogesh K. Dwivedi

摘要

This study investigates the role of IT system and social affordances in shaping consumers’ post-purchase intentions within the metaverse, employing the Theory of Affordance. Utilizing a sequential mixed-methods research design, Study 1 identifies critical affordances and their experiential outcomes, while Study 2 empirically tests their impact using structural equation modeling on survey data from 410 metaverse users. Results reveal that IT system and social affordances significantly influence repurchase and recommendation intentions, with interactive experience mediating these relationships. This research advances understanding of metaverse commerce, providing theoretical insights and practical guidelines for enhancing consumer engagement and loyalty in virtual environments.