Immersive Extended Reality Technologies, Data Visualization Tools, and Customer Behavior Analytics in the Metaverse Commerce
Immersive Extended Reality Technologies, Data Visualization Tools, and Customer Behavior Analytics in the Metaverse Commerce

Summary/Abstract: This paper provides a systematic literature review of studies investigating immersive extended reality technologies, data visualization tools, and customer behavior analytics in the metaverse commerce. The analysis highlights that customer engagement tools, analytical artificial intelligence, and data mining techniques can be pivotal in experiential shopping across virtual marketplaces by optimizing purchase journeys. Throughout February 2022, we performed a quantitative literature review of the Web of Science, Scopus, and ProQuest databases, with search terms including “metaverse commerce” + “immersive extended reality technologies,” “data visualization tools,” and “customer behavior analytics.” As we inspected research published in 2022, only 62 articles satisfied the eligibility criteria. By eliminating controversial findings, outcomes unsubstantiated by replication, too imprecise material, or having similar titles, we decided upon 16, generally empirical, sources. Data visualization tools: Dimensions (bibliometric mapping) and VOSviewer (layout algorithms). Reporting quality assessment tool: PRISMA. Methodological quality assessment tools include: AMSTAR, Distiller SR, MMAT, and ROBIS.

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