Unlocking the Potentials and Constraints of Metaverse Implementation in Manufacturing Firms

Abstract

This research investigates the potentials and constraints of metaverse technology within Malaysian manufacturing companies underpinned by the technology-organization-environment (TOE) theory. Firm size, firm age, annual revenue, and ownership structure were control variables. 240 questionnaire responses from Malaysian firms collected through convenience sampling techniques and analyzed by Smart-PLS software. The findings reveal technological limitations, poor diffusion through the network, lack of collaboration, and low perception of value by customers are significant constraints for the failure of metaverse technology implementation. The control variables did not evidence any impact on implementation. This study provides insights to metaverse technology developers and manufacturing practitioners besides theoretical contributions.