(METAVERSE 2024) Research on the Application and Countermeasures of Metaverse Technology in Retail Service

The application of metaverse technology in the retail is often seen in the form of digital human, virtual store, virtual experience, virtual production, digital collection, etc., integrating online and offline interactive or only serving the virtual world. The retail metaverse has been initially established in the beauty makeup, garment industry, home decoration and automobile retail. There are some problems in the retail metaverse, such as privacy leak-age, virtual reality sequelae, digital reality distortion, irrational consump-tion, and digital divide. The reasons for these problems lie in the imperfec-tion of legal rules, the immaturity of technology development and the lack of individual coping ability. We need to improve laws and regulations, support the digital transformation of the retail and provide responsible public management services at the government level, develop advanced technologies and adhere to technology for the good at the enterprise level, and enhance digital ability and rational resolution at the individual level.