USER ACCEPTANCE OF VIRTUAL COMMERCE ON METAVERSE INSIGHTS FROM INNOVATION DIFFUSION THEORY (IDT) AND TECHNOLOGY ACCEPTANCE MODEL

Abstract

In recent years, technological advancements have also influenced consumer behavior. One of the most significant developments in this regard is the metaverse. The metaverse, which has frequently captured the interest of experts, is a technological system that forms the basis of the current research. In this context, the present study examines the factors that affect the intention to use and acceptance of the metaverse system. The study constructs a research model using the Innovation Diffusion Theory (IDT) and the Technology Acceptance Model (TAM) to investigate user acceptance of conducting e-commerce activities within the metaverse system. Within this framework, structural equation modeling has been utilized to explain the acceptance of usage by potential metaverse users. The proposed research model has been analyzed using the Smart PLS 3 software package. Among the independent variables of the research, a positive and significant relationship has been found between relative advantage as a mediator and the main variables of TAM. However, no significant relationship has been identified between complexity, another independent variable, and the main variables of TAM. Additionally, a significant relationship has been established between perceived compatibility and perceived ease of use. In this context, from a consumer perspective, when evaluated experientially (effort expended), the shopping experience in the metaverse system shows similarities with physical shopping, while no relationship has been found in terms of performance. The most significant contribution of the research to the literature is that attitude and intention, which are the most important antecedents of active usage of metaverse systems, exhibit a positive and significant relationship with all the variables in the relationship.