Investigating the Factors and Consequences of the Intelligence Sale of Appliances and Sports Equipment in the Metaverse

Purpose: Sales intelligence involves conducting sales operations on a blockchain platform, utilizing smart contracts and artificial intelligence agents to directly monitor all network members. Intelligent sales and the effective use of data in the economic environment of the Metaverse can be crucial steps in gaining the trust and loyalty of customers. Utilizing innovative and intelligent methods for sales in the Metaverse can boost profits, enhance customer interaction, and establish stable relationships with them. The main challenge of selling in the Metaverse is the risk of impersonation and uncertainty surrounding companies and active users in that space. The implementation of intelligent systems, non-fungible tokens, blockchain technology, smart digital marketing, and artificial intelligence sales agents can enhance user trust and confidence, leading to more effective sales and increased profitability. The purpose of the current research is to investigate the factors and consequences of intelligence in the sale of sports appliances and equipment in the Metaverse.
Method: The current research is qualitative. Therefore, two methods, systematic review and Grounded Theory, were used in combination. The statistical community in the Grounded Theory method consists of experts in the fields of business management, information management, and computer science. The sample size of this population, with theoretical saturation, was determined to be 13 people using purposeful and snowball sampling. MaxQDA 20 software was used for data analysis. The data collection tool used in the systematic review of library studies and in the Grounded Theory method was a semi-structured, in-depth interview with experts. Guba and Lincoln's qualitative measure of reliability, along with two quantitative measures, Cohen's kappa and Holstein's coefficient, were utilized to assess the validity and reliability of the research. Considering that the background of the research under study lacked the necessary enrichment to complete the paradigm model, the first step involved using a systematic review method to identify the factors and the central phenomenon of the model. In the continuation of the research, the Grounded Theory method was employed to identify intervening factors, contextual factors, strategies, and consequences, utilizing the expertise of experts. In total, 269 articles were identified on the research topic. After screening, 11 Persian articles from 2020 to 2022 and 20 English articles from 2022 to 2023 were found to be suitable in terms of subject and content, according to the opinion of university professors. After searching for Persian and English articles, the articles were screened. Following a thorough systematic review, the categories of the factors and sales intelligence were identified. The model was completed using the database method and employing open, central, and selective coding. After designing the questions for the qualitative questionnaire and receiving confirmation from supervisors, consultants, and university experts, data collection began. To enhance the validity of the research, a voice recorder was used during the interviews in addition to taking notes. After collecting the qualitative data through open coding, the data was divided into separate parts and analyzed to identify patterns, similarities, and differences. First, during the open coding stage, the categories were identified. Then, in the second stage of analysis, central coding was utilized. The purpose of this step was to establish the relationship between the identified categories in the open coding phase. This coding is called axial because it occurs around the axis of a category. At this stage, the variable of sales intelligence was investigated using the systematic review method with a focus on the phenomenon-oriented approach. An attempt was made to determine the relationship of other categories produced with it.
Findings: The results obtained led to the identification of 109 open codes, 33 central codes, and 6 selective codes. Finally, a paradigm model titled "Intelligent Sales of Sports Equipment and Supplies" was presented. Through a systematic review, the following categories were identified as factors influencing sales intelligence with a positive effect: perceived risk, hedonic motivation, engaging interactions, 3D augmented reality catalogue, augmented reality digital content, augmented reality digital advertising, augmented reality applications, augmented reality lead generation, virtual reality branding, virtual reality rebranding, non-exchangeable tokens, and smart sales contracts. By utilizing the Grounded Theory method and experts' opinions, the categories for enhancing digital marketing metrics, digital products, social network promotion, virtual entrepreneurship opportunities, business development, product platform, and commercialization improvement were identified as the outcomes of strategy implementation. The strategy's impact on all events was evaluated positively. Using the Grounded Theory method, the categories of metadata, cloud space, big data, edge computing, artificial intelligence, digital marketing, and the Internet of Things were identified as contextual factors that positively impact the strategy. The categories of digital divide, privacy violation, identity hacking, data and information security, cybercrimes, and the ambiguity of laws and regulations were identified as background factors with a negative impact on the strategy.
Conclusion: The obtained results led to the identification of 109 open codes, 33 central codes and 6 selective codes. Finally, the current research led to the presentation of a paradigm model with the title of intelligent sales of sports equipment.