1 Introduction
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RQ1: What is the status of research on the use of metaverses to create business value?
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RQ2: How can the use of metaverses be leveraged to enhance business value?
2 Methodology
2.1 A structured Literature Review Approach
2.1.1 Article Collection
2.1.2 Article Selection and Shortlisting
The study clearly addresses a metaverse-related research problem |
The aim of the research is clearly described |
The context in which the study was conducted is clearly described |
The research approach employed is adequate for the research aim of the paper |
The research methods employed are well described and sufficiently justified |
The data analysis of the paper is rigorous |
The findings are sufficiently explained |
The study contributes to the relevant body of literature |
2.1.3 Content Analysis
2.2 Background: An Organizing Framework for Metaverse Research
3 Findings
3.1 Overview of Structured Literature Review Results
Journal Outlet | No. of Papers |
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Procedia Computer Science1 | 5 |
Computers in Human Behaviour | 5 |
Procedia Technology | 3 |
International Journal of Information Management | 2 |
Technovation | 2 |
Computers & Education | 2 |
Expert Systems with Applications | 1 |
Energy Procedia | 1 |
The Journal of Academic Librarianship | 1 |
Signal Processing: Image Communication | 1 |
Procedia CIRP | 1 |
Neurocomputing | 1 |
Information & Management | 1 |
Australasian Marketing Journal | 1 |
Journal of Retailing and Consumer Services | 1 |
Computer Standards & Interfaces | 1 |
Journal of the Association for Information Systems | 1 |
Communications of the Association for Information Systems | 1 |
Journal of Management Information Systems | 1 |
Conference Papers per Outlet | |
Conference | No. of Papers |
Virtual Reality International Conference | 4 |
European Conference on Information Systems | 4 |
ACM/IEEE International Conference on Human–Robot Interaction | 1 |
Nordic Conference on Human–Computer Interaction | 1 |
ACM SIGGRAPH Symposium on Applied Perception | 1 |
Annual Symposium on Computer–Human Interaction in Play | 1 |
International Conference on Web Intelligence, Mining and Semantics | 1 |
Americas Conference on Information Systems | 1 |
Mediterranean Conference on Information Systems | 1 |
Hawaii International Conference on System Sciences | 1 |
Total Conference and Journal Papers: | 48 |
3.2 Design and Features
3.2.1 Users and Society
3.3 Intermediaries and Platforms
3.4 Firms and Industries
3.5 Strategy and Tactics
3.5.1 Users and Society
3.5.2 Intermediaries and Platforms
3.5.3 Firms and Industries
3.6 Management and Organization
3.6.1 Users and Society
3.6.2 Intermediaries and Platforms
3.6.3 Firms and Industries
3.7 Measurement and Value
3.7.1 Users and Society
3.7.2 Intermediaries and Platforms
3.7.3 Firms and Industries
4 Discussion
4.1 Propositions
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Proposition 1: The use of metaverses introduces new ways of business-to-consumer interaction that enable the simulation of the physical world in the virtual world.
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Proposition 2: The effective use of metaverses requires skills enhancement for employees and customers.
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Proposition 3: Participation in metaverses impacts the emotional states of employees and customers.
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Proposition 4: The use of metaverses imposes the creation and management of business and customer digital identities in the virtual world.
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Proposition 5: The use of metaverses imposes the need for regulation on business participation in the metaverse.
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Proposition 6: The use of metaverses requires businesses to fulfill certain technical requirements.
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Proposition 7: Participation in metaverses requires changes in the routines and processes of organizations.
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Proposition 8: The use of metaverses releases a new range of business opportunities and thus adds value to organizations.
4.2 Future Research Avenues
Level of analysis | Activities | |||
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Design and features | Strategy and tactics | Measurement and value | Management and organization | |
Users | P1: The use of metaverses introduces new ways of business-to-consumer interaction that enable the simulation of the physical world in the virtual world | P3: Participation in metaverses impacts the emotional states of employees and customers | P2: The effective use of metaverses requires skills enhancement for employees and customers | |
RQs: How do users interact with metaverse features? How do metaverse features serve the objectives of users? How can sensed information be transferred from real-world to virtual-world objects? | RQs: How do users make the most out of their use of metaverses? What strategies could elevate user experience in virtual environments? | RQs: What is the emotional and behavioral impact of metaverses on users? What are the factors shaping positive user experiences? | RQs: How should users adjust their routines to better facilitate the use of metaverses? What skills do users need to develop to benefit from the use of metaverses? | |
Intermediaries and platforms | P6: The use of metaverses requires businesses to fulfill certain technical requirements | P5: The use of metaverses imposes the need for regulation on the participation of businesses in the metaverse | P4: The use of metaverses imposes the creation and management of the business and customer’s digital identities in the virtual world | |
RQs: How can metaverse platform providers and intermediaries support the appropriate creation of user and business identities in the virtual world? | RQs: What are the new market opportunities for security platforms and intermediaries? What issues should metaverse include? | RQs: What is the impact of ownership ambiguity in virtual worlds for platform providers? What is the environmental impact of using metaverses, and how can negative consequences be prevented by regulations? | RQ: How should platform providers manage identities? | |
Firms and industries | P6: The use of metaverses requires businesses to fulfill certain technical requirements | P8: The use of metaverses releases a new range of business opportunities and thus adds value to organizations | P7: Participation in metaverses requires changes in the routines and processes of organizations | |
RQs: What technologies should firms consider when participating in or developing metaverses in order to best serve their business goals? | RQs: How should firms transform their business strategies to use metaverses? What are the implications of metaverses for current business models? | RQs: How do metaverses add value to firms in different industries? How can firms measure the business value of using metaverses? | RQ: How should firms adjust their business routines and processes to accommodate the use of metaverses? |