Virtual commerce applies immersive technology such as augmented reality and virtual reality into e-commerce to shift consumer perception from 2D product catalogs to 3D immersive virtual spaces. In virtual commerce, the alignment of application design paradigms and the factors influencing consumer behavior is paramount to promote purchase of products and services. The question of their relation needs to be answered, together with the possible improvement of application design. This paper used a systematic literature review approach to synthesize research on virtual commerce from both application design and consumer behavior research, considering the promotion of purchase in virtual commerce settings. Throughout the review, influential factors to purchase and preeminent design artifacts were identified. Then, the research gaps were discovered by mapping the design artifacts to the influential factors, which can inspire future research opportunities on the synergy of these two research directions. Moreover, the evolution of virtual commerce research along with multiple directions were discussed, including the suggestion of meta-commerce as a future trend.

How to Promote User Purchase in Metaverse? A Systematic Literature Review on Consumer Behavior Research and Virtual Commerce Application Design

PurposeAs immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.Design/methodology/approachUsing logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”FindingsImmersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.Research limitations/implicationsThree of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.Practical implicationsIndustries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.Originality/valueThere have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts

The Metaverse is a multi-user virtual world that combines physical reality with digital virtual reality. The three basic technologies for building the Metaverse are immersive technologies, artificial intelligence, and blockchain. Companies are subsequently making significant investments into creating an artificially intelligent Metaverse, with the consequence that cybersecurity has become more crucial. As cybercrime increases exponentially, it is evident that a comprehensive study of Metaverse security based on artificial intelligence is lacking. A growing number of distributed denial-of-service attacks and theft of user identification information makes it necessary to conduct comprehensive and inclusive research in this field in order to identify the Metaverse’s vulnerabilities and weaknesses. This article provides a summary of existing research on AI-based Metaverse cybersecurity and discusses relevant security challenges. Based on the results, the issue of user identification plays a very important role in the presented works, for which biometric methods are the most commonly used. While the use of biometric data is considered the safest method, due to their uniqueness, they are also susceptible to misuse. A cyber-situation management system based on artificial intelligence should be able to analyze data of any volume with the help of algorithms. To prepare researchers who will pursue this topic in the future, this article provides a comprehensive summary of research on cybersecurity in the Metaverse based on artificial intelligence.

https://www.mdpi.com/2076-3417/12/24/12993/pdf?version=1671606526

Cybersecurity in the AI-Based Metaverse: A Survey

PurposeThe rise of the metaverse has brought profound changes to the economic and social operation models and injected new vitality into academic research. Although a large number of studies have emerged, there are few quantitative analyses of development frontiers and trends.Design/methodology/approachFrom a bibliometric perspective, this paper selects 183 pieces of metaverse-related literature in the WoS core database since 2000 as the object of analysis. This paper sums up the characteristics of the literature using the methods of descriptive statistical analysis, keywords analysis, thematic evolution analysis and summarizes the core themes and the laws of metaverse development in each stage.FindingsThe digital economy vision brought by the metaverse has led to an increasing number of researchers and achievements in this field. But the depth and breadth of research are still insufficient and unevenly distributed in the region, and the cross-fertilization fields need to be expanded. From the industry's point of view, VR games represented by Second Life and My World have contributed to the popularity of the metaverse. As technology progresses, the research hotspots in the field of metaverse gradually develop from conceptual research to artificial intelligence, blockchain, NFT and other technical applications. However, academic research has not yet caught up with the industry's pace and stays more in the concept discussion and preliminary application stage.Originality/valueA systematic overview of the current status, knowledge structure and hot issues of metaverse research is shown, which provides a thematic axis for this field, enriches and improves the quantitative analysis of its literature and provides a clear picture for researchers to continuously promote the development of this field. At the same time, it is necessary to warn that technological development is a double-edged sword. The process of metaverse development should return to rationality, respect the laws of its development and guarantee the healthy development of the metaverse by strengthening legal regulation and the ethical review of science and technology.

An analysis of the current status of metaverse research based on bibliometrics

Metaverse has evolved as one of the popular research agendas that let the users learn, socialize, and collaborate in a networked 3D immersive virtual world. Due to the rich multimedia streaming capability and immersive user experience with high-speed communication, the metaverse is an ideal model for education, training, and skill development tasks. To facilitate research in this area, we provide a comprehensive review of the various educational use cases and explore how enabling technologies such as Extended reality (XR) and Internet of Everything (IoE) will play a major role in educational services in future metaverses. Secondly, we provide an overview of metaverse-based educational applications focusing on education, training, and skill development and analyze the technologies they are built upon. We identify common research problems and future research directions in the domain. The paper also identifies core ethical considerations of metaverse for education and potential pitfalls. We believe this survey can fully demonstrate the versatility of metaverse-driven education, which could serve as a potential guideline for the researchers.

pdf/advancing-education-through-extended-reality-and-internet-of-3hp6r07y.pdf

Advancing Education Through Extended Reality and Internet of Everything Enabled Metaverses: Applications, Challenges, and Open Issues

Virtual worlds have become global platforms connecting millions of people and containing various technologies. For example, No Man’s Sky (nomanssky.com), a cross-platform virtual world, can dynamically and automatically generate content with the progress of user adventure. AltspaceVR (altvr.com) is a social virtual reality platform supporting motion capture through Microsoft’s Kinect, eye tracking, and mixed reality extension. The changes in industrial investment, market revenue, user population, and consumption drive the evolution of virtual-world-related technologies (e.g., computing infrastructure and interaction devices), which turns into new design requirements and thus results in the requirement satisfaction problem in virtual world system architecture design. In this paper, we first study the new or evolving features of virtual worlds and emerging requirements of system development through market/industry trend analysis, including infrastructure mobility, content diversity, function interconnectivity, immersive environment, and intelligent agents. Based on the trend analysis, we propose a new design requirement space. We, then, discuss the requirement satisfaction of existing system architectures and highlight their limitations through a literature review. The feature-based requirement satisfaction comparison of existing system architectures sheds some light on the future virtual world system development to match the changing trends of the user market. At the end of this study, a new architecture from an ongoing research, called Virtual Net, is discussed, which can provide higher resource sufficiency, computing reliability, content persistency, and service credibility.

https://www.mdpi.com/1999-5903/12/7/112/pdf

A Study on Design Requirement Development and Satisfaction for Future Virtual World Systems

Virtual worlds have become global platforms connecting millions of people and containing various technologies The development of technology, shift of market value, and change of user preference shape the features of virtual worlds In this paper, we first study the new features of virtual worlds and emergent requirements of system development through trend analysis Based on the trend analysis, we constructed the new design requirement space We then discuss the requirement satisfaction of existing virtual world system architectures and highlight their limitations through a literature survey The comparison of existing system architectures sheds some light on future virtual world system development to match the changing trends of the user market At the end of this study, we briefly introduce our ongoing study, a new architecture, called Virtual Net, and discuss its possibility in requirement satisfaction and new research challenges

From Trend Analysis to Virtual World System Design Requirement Satisfaction Study.

Virtual world has been developed rapidly in the last decade. Immersive is an important indicator of the virtual world. Moreover, with the VR technology advanced these years, the immersive become more and more important. The realistic experience is a crucial aspect of the immersive of the virtual world. We have identified two problems made the virtual world less immersive nowadays: Discontinuity of the Virtual World Change and Nonspontaneous of the Virtual World Change. To solve these two problems, we proposed a natural selection inspire Cell Based Evolutionary Virtual World (CEVW) framework which guides the change of the virtual world to be continuous and spontaneous.

Cell Based Evolutionary Virtual World Framework

Virtual worlds have become global platforms connecting millions of people and containing various technologies. The development of technology, shift of market value, and change of user preference shape the features of virtual worlds. In this paper, we first study the new features of virtual worlds and emergent requirements of system development through trend analysis. Based on the trend analysis, we constructed the new design requirement space. We then discuss the requirement satisfaction of existing virtual world system architectures and highlight their limitations through a literature survey. The comparison of existing system architectures sheds some light on future virtual world system development to match the changing trends of the user market. At the end of this study, we briefly introduce our ongoing study, a new architecture, called Virtual Net, and discuss its possibility in requirement satisfaction and new research challenges.

From Trend Analysis to New Virtual World System Design Requirements and Requirement Satisfaction Study

Virtual world has the potential to become a future global electronic marketplace, integrating many isolated markets in many areas. To achieve this goal, future virtual world is required to be persistent, implying that a virtual world together with its accumulated content shall exist forever regardless of dynamic changes of its users and owners. Unfortunately, existing virtual worlds, owning by some entities, are not immune from death due to business entity failure. To provide a persistent virtual world, a decentralized architecture is explored, which is constructed on user contributed devices. However, there are many challenges to realize a decentralized virtual world. One important issue is user cooperation in reliable content storage. The devices contributed by users may not be reliable for maintaining all user contents, but users do not have the incentive to provide reliable devices for others. This paper addresses the issue by two steps. First, an indicator, called replica group reliability, is provided to users, which is based on the proposed replicability index. Based on the indicator, users can learn the reliability of their content storage. Then, a new user incentive mechanism, called equity-based node allocation strategy, is proposed to promote user cooperation to collectively maintain reliable content storage. A decentralized algorithm implementing the strategy is designed and the evaluation results show its effectiveness and efficiency.

An equity-based incentive mechanism for persistent virtual world content service

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