Perceptions and drivers of the metaverse adoption: A mixed‐methods study

Abstract

AbstractMetaverse has garnered considerable attention in recent times. Given its swift pace of development, it is imperative to study the adoption of the metaverse. This study analyses the perceptions and drivers influencing the behavioural intention to use the metaverse among Generation Z and millennials by employing a sequential mixed‐methods approach. In the first stage of the study, in‐depth expert interviews were conducted (n = 20), and the subsequent stage featured a countrywide survey (n = 1253). The outcomes of this study indicate that perceived usefulness, personal innovativeness, perceived enjoyment, facilitating conditions, telepresence, social presence, trust, and regulatory support influence attitudes and behavioural intentions towards the metaverse. The findings also reveal a significant difference in the strength of a few relationships across age, gender, and income levels, shedding light on the crucial factors for organisations seeking to position themselves strategically among various demographic groups. This study significantly contributes to the existing knowledge on emerging optimistic and pessimistic perceptions and factors affecting the adoption of the metaverse. By harnessing these outcomes, organisations can enhance the development and promotion of metaverse experiences.