Immersive Extended Reality Technologies, Data Visualization Tools, and Customer Behavior Analytics in the Metaverse Commerce
Maria Kovacova1, Veronika Machova2, and Daniel Bennett3ABSTRACT. This paper provides a systematic literature review of studies investigating immersive extended reality technologies, data visualization tools, and customer behavior analytics in the metaverse commerce. The analysis highlights that customer engagement tools, analytical artificial intelligence, and data mining techniques can be pivotal in experiential shopping across virtual marketplaces by optimizing purchase journeys. Throughout February 2022, we performed a quantitative literature review of the Web of Science, Scopus, and ProQuest databases, with search terms including “metaverse commerce” + “immersive extended reality technologies,” “data visualization tools,” and “customer behavior analytics.” As we inspected research published in 2022, only 62 articles satisfied the eligibility criteria. By eliminating controversial findings, outcomes unsubstantiated by replication, too imprecise material, or having similar titles, we decided upon 16, generally empirical, sources. Data visualization tools: Dimensions (bibliometric mapping) and VOSviewer (layout algorithms). Reporting quality assessment tool: PRISMA. Methodological quality assessment tools include: AMSTAR, Distiller SR, MMAT, and ROBIS.
JEL codes: D53; E22; E32; E44; G01; G41
Keywords: metaverse; customer behavior analytics; extended reality technologies
How to cite: Kovacova, M., Machova, V., and Bennett, D. (2022). “Immersive Extended Reality Technologies, Data Visualization Tools, and Customer Behavior Analytics in the Metaverse Commerce,” Journal of Self-Governance and Management Economics 10(2): 7–21. doi: 10.22381/jsme10220221.
Received 27 February 2022 • Received in revised form 23 June 2022
Accepted 27 June 2022 • Available online 30 June 2022