RETRACTED: Uses and gratifications of metaverse: understanding the user adoption factors through a mixed method approach

Thamaraiselvan Natarajan · P. Pragha · Krantiraditya Dhalmahapatra

38 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Digital Marketing and Social Media Virtual Reality Applications and Impacts

Abstract

Purpose Technology 4.0 comes with a challenge to understand the degree of users’ willingness to adopt a digital transformation. Metaverse, being a digital transformation, enables real-world activities in the virtual environment, which attracts organizations to adopt the new fascinating technology. This paper thus explores the uses and gratification factors affecting user adoption and recommendation of metaverse from the management perspective. Design/methodology/approach The study adopts a mixed approach where structural topic modeling is used to analyze tweets about the metaverse, and the themes uncovered from structural topic modeling were further analyzed through data collection using structural equation modeling. Findings The analyses revealed that social interaction, escapism, convenient navigability, and telepresence significantly affect adoption intent and recommendation to use metaverse, while the trendiness showed insignificance. In the metaverse, users can embody avatars or digital representations, users can express themselves, communicate nonverbally, and interact with others in a more natural and intuitive manner. Originality/value This paper contributes to research as it is the first of its kind to explore the factors affecting adoption intent and recommendation to use metaverse using Uses and Gratification theory in a mixed approach. Moreover, the authors performed a two-step study involving both qualitative and quantitative techniques, giving a new perspective to the metaverse-related study.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 38 citations exist upstream.

References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2018When to use and how to report the results of PLS-SEM 2019Predictive model assessment in PLS-SEM: guidelines for using PLSpredict 1973Uses and Gratifications Research 2008Do Data Characteristics Change According to the Number of Scale Points Used? An Experiment Using 5-Point, 7-Point and 10-Point Scales 2014Structural Topic Models for Open‐Ended Survey Responses 2010Structural Equation Modeling in Information Systems Research Using Partial Least Squares 2019Common method bias in applied settings: The dilemma of researching in organizations

Cited by

2025Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior 2024Consumers’ willingness to use the Metaverse for information search: An investigation of the underlying mechanism and critical determinants 2024The role of temporal distance, conspicuous consumption, and multisensory interfaces on consumer judgments in metaverse 2024What drives metaverse retail environments (non)usage? A behavioral reasoning theory perspective

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.