Paying attention in metaverse: an experiment on spatial attention allocation in extended reality shopping

Purpose Metaverse, that is extended reality (XR)-based technologies such as augmented (AR) and virtual (VR), are increasingly believed to facilitate fundamental human practice in the future. One of vanguards this development has been consumption domain, where multi-modal multi-sensory technology-mediated immersion expected enrich consumers' experience. However, it remains unclear whether these expectations have warranted whether, rather than enhancing experience, metaverse inhibit functioning cognitive Design/methodology/approach This study utilizes a 2 (VR: yes vs no) × (AR: between-subjects laboratory experiment. A total 159 student participants randomly assigned one condition — brick-and-mortar store, VR an AR store virtuality (AV) complete typical shopping task. Four spatial attention indicators visit shift, duration variation compared based on allocation data converted from head movements extracted recorded videos during experiments. Findings identifies three essential effects XR allocation: inattention effect, acceleration effect imbalance effect. Specifically, (the attentional shift showcased products environmental periphery) appears when or technology applied virtualize disappears used together. The exists store. Additionally, causes increases horizontally among products). Originality/value provides valuable empirical evidence how influence bias allocation, filling research gap function metaverse. also practical guidelines for retailers designers developers.