Factors Influencing User Adoption of Social Commerce in the Metaverse: The Moderating Role of Technology Comfort, E-Word-of-Mouth, and Endowment Effect

Abstract

This study aims to examine the influencing factors that may enable or hinder the user adoption of social commerce in the Metaverse. Drawing on the Uses and Gratification Theory, this study proposes Attitude, Ubiquity, Trust, and Perceived Risk as independent constructs that may affect user adoption of social commerce in the metaverse. Additionally, this study examines the moderating role of Technology Comfort, E-Word-of-Mouth, and Endowment Effect in the relationship between some independent constructs and user adoption. Data was collected via online survey from 407 Metaverse users and was analyzed using Partial Least Square Structural Equation Modeling. The findings report that Enjoyment, Information Seeking, Ubiquity, Endowment Effect, and Attitude act as note-worthy positive predictors of user adoption of social commerce in the metaverse. Additionally, the study justifies the moderating influence of Technology Comfort and E-Word-of-Mouth. This study enriches the literature on social commerce in the metaverse by pinpointing the factors that shape user adoption. It also offers valuable managerial implications, recommending strategies for businesses of social commerce within the Metaverse.

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