Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing

Cheng Ma; Jiyao Xun; Zi Ye

Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing

Cheng Ma
, Jiyao Xun^*
, Zi Ye

^*Corresponding author for this work

University of Liverpool

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 12 Apr 2026
Event	The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州 - Jiangsu, Xuzhou, China Duration: 10 Apr 2026 → 12 Apr 2026 https://sm.cumt.edu.cn/info/1090/8227.htm

Conference

Conference	The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州
Country/Territory	China
City	Xuzhou
Period	10/04/26 → 12/04/26
Internet address	https://sm.cumt.edu.cn/info/1090/8227.htm

Cite this

Ma, C., Xun, J., & Ye, Z. (2026). Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing. Paper presented at The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州, Xuzhou, China.

Ma, Cheng ; Xun, Jiyao ; Ye, Zi. / Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing. Paper presented at The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州, Xuzhou, China.

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title = "Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing",

author = "Cheng Ma and Jiyao Xun and Zi Ye",

year = "2026",

month = apr,

day = "12",

language = "English",

note = "The 10th Marketing Science and Innovation International Conference (MSI 2026): {"}Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth,{"} Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州 ; Conference date: 10-04-2026 Through 12-04-2026",

url = "https://sm.cumt.edu.cn/info/1090/8227.htm",

}

Ma, C , Xun, J & Ye, Z 2026, 'Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing', Paper presented at The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州, Xuzhou, China, 10/04/26 - 12/04/26.

Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing. / Ma, Cheng ; Xun, Jiyao; Ye, Zi.
2026. Paper presented at The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州, Xuzhou, China.

Research output: Contribution to conference › Paper › peer-review

TY - CONF

T1 - Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing

AU - Ma, Cheng

AU - Xun, Jiyao

AU - Ye, Zi

PY - 2026/4/12

Y1 - 2026/4/12

UR - https://mp.weixin.qq.com/s/OCMbteqRs0gdfKDAuPthPA

M3 - Paper

T2 - The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州

Y2 - 10 April 2026 through 12 April 2026

ER -

Ma C , Xun J, Ye Z. Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing. 2026. Paper presented at The 10th Marketing Science and Innovation International Conference (MSI 2026): "Digital Technology Empowers Industrial Upgrading: Marketing Innovation, Organizational Resilience, and Sustainable Growth," Xuzhou, Jiangsu, China. 第十届营销科学与创新国际会议（MSI 2026）会议主题为“数字技术赋能产业升级：营销创新、组织韧性与可持续增长”，中国江苏徐州, Xuzhou, China.

Beyond Immersion: How Avatars Signal Perceived Retail Innovation and Build Consumer Confidence to Drive Use Intention in Metaverse Retailing

Conference

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