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Chapter 01 outlines the central theme of the thesis and introduces the research focus on customer experience in virtual shopping environments, with a particular emphasis on Generation Z and its intention to use virtual stores in virtual environments like the metaverse. It begins with Section 1.1, “Into the Future of Shopping” establishing the evolution, relevance and growing significance of the research focus. Section 1.2, “Problem Statements and Research Objectives” then outlines the motivation behind the study and formulates the core research questions guiding the thesis. Finally, Section 1.3, “Structure of the Thesis” provides an overview of the thesis structure, which is divided into two main parts: a theoretical and an empirical part.

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Introduction

  • 章节

  • 发表日期：

    2025年

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  • Milena Hake

摘要

Chapter 01 outlines the central theme of the thesis and introduces the research focus on customer experience in virtual shopping environments, with a particular emphasis on Generation Z and its intention to use virtual stores in virtual environments like the metaverse. It begins with Section 1.1, “Into the Future of Shopping” establishing the evolution, relevance and growing significance of the research focus. Section 1.2, “Problem Statements and Research Objectives” then outlines the motivation behind the study and formulates the core research questions guiding the thesis. Finally, Section 1.3, “Structure of the Thesis” provides an overview of the thesis structure, which is divided into two main parts: a theoretical and an empirical part.