ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Establishing Customers' Value Co-Creation of Using Metaverse Commerce: Applying Servicescape Models
Provisionally accepted
- 1Applied Science University, Manama, Bahrain
- 2Isra University, Amman, Jordan
- 3Middle East University, Amman, Jordan
- 4Applied Science University, Al Eker, Bahrain
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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. 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. 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 setting. 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.
Keywords: customers' behaviors, Customers' trust, Metaverse commerce, Servicescape Models, value co-creation
Received: 15 Oct 2025; Accepted: 26 Jan 2026.
Copyright: © 2026 Alhanatleh, Al-Htibat, Alrifae and Alnajdawi. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Hasan Alhanatleh
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.