Virtual Shopping Revolution in the Metaverse: How Roblox Shapes Modern E-Commerce Consumer Behavior

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FORMOSA NEWS

A recent study published in August 2026 by Tata Nur Ananda and Adi Setiawan from Gunung Jati Independent University reveals how metaverse technology through the Roblox platform transforms e-commerce activities and consumer shopping behavior. This research is crucial amidst modern digital trends, where a deep understanding of immersive virtual experiences determines the future direction of digital transactions and global retail business.

The development of metaverse technology now presents an interactive digital space that seamlessly integrates real and virtual experiences. Many leading brands have begun looking at platforms like Roblox—where users can interact, customize avatars, and conduct digital transactions—as a new business medium. However, the main challenge for business actors is understanding how psychological and technological elements can drive consumers to actually make purchases in the virtual world.

In examining this phenomenon, the study employed a causal quantitative approach involving 83 active Roblox user respondents in Indonesia. Sampling was conducted using a snowball sampling technique, where data was collected via questionnaires and analyzed using path analysis based on AMOS software.

Based on data analysis, several main findings were identified:

• Perceived interactivity proved to be the most dominant factor in forming telepresence compared to the mere addition of visual elements.
• Immersive and interactive experiences significantly strengthen users' positive attitudes toward reusing the metaverse platform (attitude to reuse).
• A positive attitude toward reusing the metaverse, alongside high interactivity, directly drives consumers' purchase intentions toward digital products.

These findings provide real implications for business, the retail industry, and digital marketing strategy formulation. According to Ananda and Setiawan from Gunung Jati Independent University, "metaverse organism experiences trigger an increase in consumer conative behaviors," affirming that businesses must focus on building engaging interactive environments to convert virtual visits into actual transactions. This approach helps companies minimize consumer hesitation and strengthen the relationship between brands and customers in the digital era.

Author Profiles

• Tata Nur Ananda – Researcher and consumer behavior analyst in the digital era.
• Adi Setiawan – Academic and researcher at Gunung Jati Independent University with expertise in management and information technology.

Research Source

• Article Title: Cyber Shopping Beyond Boundaries: The Metaverse Revolution in E-Commerce and Consumer Behavior
• Journal Name: Indonesian Journal of Business Analytics (IJBA), Vol. 6, No. 4, August 2026, pp. 958-977
• DOI: https://doi.org/10.55927/ijba.v6i4.16682