Navigating Digital Frontiers: Adoption of Metaverse, Blockchain, and E-Commerce Innovation, Vietnam

The rapid advancement of digital technologies has significantly transformed various sectors, including finance, retail, and e-commerce. Among these technological innovations, the Metaverse has emerged as a disruptive force, reshaping how individuals interact, transact, and engage with digital environments. The Metaverse, a virtual world that integrates augmented reality (AR), virtual reality (VR), and blockchain technologies, has prompted a paradigm shift in payment systems, compelling the expansion of payment platforms to align with virtual trends. This transformation has created a need to explore the cognitive and behavioral factors influencing the adoption of new payment methods within the Metaverse ecosystem. Chapter One delves into the cognitive derivative attributes that influence customer belief systems in the process of adapting to Metaverse payment methods. The study focuses on key variables such as Perceived Usefulness, Perceived Enjoyment, Security, and Privacy Concerns, investigating their impact on customer trust and behavioral intention. Chapter Two shifts focus to the retail sector in Ho Chi Minh City, examining the behavioral intention to utilize blockchain technology among retail employees. As the city experiences a swift digital transition, fueled by the adoption of cutting-edge technologies to enhance consumer satisfaction and operational efficiency, blockchain emerges as a transformative tool due to its secure and decentralized nature. Chapter Three explores the evolving landscape of e-commerce, particularly the integration of Metaverse commerce as a strategic approach to achieving sustainable competitive advantages. As e-commerce continues to expand, businesses face intense competition in dynamic market environments. Collectively, by integrating empirical data and advanced analytical methods, this monograph contributes to the understanding of digital transformation and its implications for consumer behavior and business strategy in Vietnam’s rapidly evolving digital economy. This monograph is written and edited under supervisor of Dang Thi Viet Duc, Tri-Quan Dang, and Luan-Thanh Nguyen.