The Dark Pull of Virtual Aisles: How Interactivity Fuels Compulsive Buying in Immersive Shopping Worlds

ABSTRACT The rapid growth of immersive shopping environments has raised concerns about compulsive buying behavior. This study examines the mechanistic influence of brand interactivity, consciousness, and attachment on compulsive buying in high‐ and low‐immersion digital shopping environments. In two between‐subjects experimental studies, we compare compulsive buying tendencies in less immersive (2D mobile apps/websites) versus highly immersive (3D metaverse stores) using survey data from Generation Z consumers in Pakistan. Study 1 shows that perceived active control and synchronicity significantly increase compulsive buying in highly immersive (3D) environments, while two‐way communication has a weaker effect. Study 2 confirms the findings of Study 1 and further shows that in high‐immersion (3D metaverse) environments, active control and synchronicity strongly enhance brand consciousness and brand attachment, intensifying compulsive buying, while their effects are weaker in low‐immersion (2D) environments. Two‐way communication influences brand attachment and consciousness but has a minimal indirect influence on compulsive buying in both environments. The study is among the first to understand the dark side of immersive digital shopping. The findings extend the compulsive buying theory, urge policymakers to regulate immersive retail environments ethically, and guide managers to design engaging yet responsible digital experiences that mitigate compulsive buying tendencies.