The present study choose to conduct consumer behavioral research in Metaverse situation, explores factors that influence consumer shopping enjoyment and purchase intention from product, service and technology perceptive. The research team gathered the primary data through questionnaire subjecting to Chinese consumers (n=300) who know about TaoBao future city which themes on virtual buying in Metaverse. In addition, structural equation modeling is employed to examine the hypothesized relationship among the variables. The result shows that all the driving factors positive effects consumer shopping enjoyment and then influence purchase intention positively. The finding is significantly fundamental to establish theoretical framework future about virtual shopping in Metaverse, and help marketers realize how to set virtual stores in Metaverse to enhance consumer shopping experience so that they could improve consumer purchase intention in the context.

• Chunlin Yuan(Business School of Henan University, China)
• Yajing Yin(Business School of Henan University, China)
• Shuman Wang(Changwon National University, Republic of Korea)
• Hakil Moon(Eastern Michigan University, USA)
• Kyunghoon Kim(Changwon National University, Republic of Korea)
• Yang Liu(Changwon National University, Republic of Korea)