Investigating Users’ Acceptance of the Metaverse with an Extended Technology Acceptance Model

Abstract

The Metaverse, characterized as an interactive and immersive 3D virtual world, is widely recognized for its considerable potential across a range of industries. However, the long-term viability and success of the Metaverse are contingent upon the extent to which users accept and adopt it. Despite this critical aspect, there is a scarcity of research that investigates the factors influencing user acceptance of the Metaverse. To address this research gap, the present study expands upon the technology acceptance model by integrating social and psychological constructs such as social interaction, social presence, conformity, emotional attachment, flow, and perceived enjoyment. The data for this study were obtained through an online survey. A total of 418 responses were collected from Metaverse users, with a response rate of 84%. Partial least squares structural equation modeling was used to analyze the survey data. Results showed that: (1) perceived ease of use (β = 0.214, p < 0,001), emotional attachment (β = 0.375 p < 0,001), and enjoyment (β = 0.194, p < 0,001) could have a positive effect on perceived usefulness; (2) emotional attachment (β = 0.142, p = 0.018), enjoyment (β = 0.179, p = 0.008), and social presence (β = 0.183, p = 0.008) could have a positive effect on perceived ease of use; (3) perceived usefulness (β = 0.432, p < 0,001), perceived ease of use (β = 0.106, p = 0.011), emotional attachment (β = 0.209, p < 0,001), and social interaction (β = 0.209, p < 0,001) have a positive effect on attitudes toward using the Metaverse; (4) perceived usefulness (β = 0.174, p = 0.001), attitudes (β = 0.35, p < 0,001), flow (β = 0.128, p = 0.011), and social interaction (β = 0.106, p = 0.015) could positively influence users’ intention to use the Metaverse. However, social presence could not significantly influence perceived usefulness (β = 0.078, p = 0.141). These results offer important implications for developers and practitioners looking to design and promote the utilization of the Metaverse.