Establishing customers’ value co-creation of using metaverse commerce: applying Servicescape models

Introduction The revolution of metaverse commerce has been increased, enabling businesses and customers to obtain significant benefits such as offering immersive experiences and interactive. However, literature on how metaverse commerce influence customers’ behaviors is still limited, especially in terms of value co-creation. The main objective of this study is to demonstrate the role of Servicescape Models in fostering customers’ trust and, as a result, improving value co-creation mechanisms. Methods Quantitatively, the present study offers a novel insight through proposing a new conceptual framework based on Servicescape Models and value co-creation theory to explore customers’ behaviors towards using metaverse commerce phenomenon. Based on electronic questionnaire design, the data collected from 563 customers in Jordan who use metaverse commerce platforms. Results Using structural equation modeling approaches, the results of this study uncover that Servicescape Models (aesthetic appeal, layout and functionality, and financial security) support a considerable role in shaping customers’ trust of using metaverse commerce. The results of this research also discover that customers’ trust plays a crucial role in establishing value co-creation in metaverse commerce settings. Discussion Notably, these interactions between the model constructs confirm a respectable effect on how customers act during their usage of metaverse commerce. The value of this study is established in its worthy implications and recommendations that assist virtual businesses and metaverse technologies developers and designers to enhance metaverse commerce based on customers’ requirements and future trends.