Why are people reluctant to use metaverse products? Investigating barriers based on innovation resistance theory

Qiuping Nie · Long Ma · Zhifu Li

12 citations0/0 files storedOnline Information Review

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 Consumer Behavior and Marketing Influence Innovation Diffusion and Forecasting

Abstract

Purpose Despite the rapid development of metaverse industry, the adoption rate of metaverse products is still very low. While prior studies mainly focused on investigating the motivators of metaverse adoption, this study explores the barriers affecting consumer intention to use metaverse products, utilizing the framework of innovation resistance theory (IRT). Design/methodology/approach Through a survey conducted in China, we examined the effects of variables such as usage barrier, value barrier, risk barrier, tradition barrier, image barrier, as well as the moderating effects of individuals’ innovativeness. Three hundred and seventy seven valid questionnaires were collected and hierarchical regression method was conducted to analyze the data. Findings Our findings reveal that usage and value barriers, as well as tradition barrier, significantly negatively influence consumer intention to use metaverse products. However, risk and image barrier do not exhibit a significant impact. Additionally, we discovered that individuals’ innovativeness positively influences consumer intention, indicating that users with higher innovativeness are more inclined to engage with metaverse products. Furthermore, innovativeness acts as a positive moderator, weakening the negative impact of tradition barrier on usage intention. Originality/value The study extends IRT by incorporating the role of individual innovativeness, providing a more holistic understanding of the factors that impede the widespread use of metaverse products. The findings are crucial for developing strategies to mitigate the negative influences of potential barriers, ultimately promoting the diffusion of metaverse products.

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 — 12 citations exist upstream.

References

1998A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology 1989Consumer Resistance to Innovations: The Marketing Problem and its solutions 2016Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology 2005Understanding information technology acceptance by individual professionals: Toward an integrative view 2018The Past, Present, and Future of Virtual and Augmented Reality Research: A Network and Cluster Analysis of the Literature 1977SCALES FOR THE MEASUREMENT OF INNOVATIVENESS 2023Metaverse as a disruptive technology revolutionising tourism management and marketing 2016Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking

Cited by

2025Exploring the Potential Barrier Factors of AI Chatbot Usage Among Teacher Trainees: From the Perspective of Innovation Resistance Theory

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.