Supervisors: Marco Hubert & Pol Chrysochou
Discussants: Panagiotis Mitkidis & Ingo Kleindienst

Abstract
Rapid advancements in metaverse retailing have introduced new ways for consumers to engage in virtual shopping environments, notably through distinct interaction modalities such as free-hand gestures or handheld controllers. However, little is known about how these interaction modalities influence consumer outcomes across different immersive settings. The present research examines how interaction modality affects perceived control and customer experience, and how these mechanisms differentially shape consumer behavior depending on the immersive context. Findings from two studies, a low-immersion online experiment and a high-immersion VR lab experiment, demonstrate that modality effectiveness depends on the immersive context. Controller-based inputs enhance perceived control and improves consumer outcomes in low-immersion environments, whereas gesture-based input significantly boosts experiential engagement and positive outcomes in high-immersion VR. The findings offer critical insights for retailers aiming to strategically align interaction design with immersion level, optimizing consumer experience and behavioral outcomes in virtual commerce.

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