Shopping in the Metaverse: Decoding Consumer Intentions

This study examines factors influencing meta-commerce (metaverse retailing) adoption by extending the Technology Acceptance Model (TAM). Using a two-stage SEM approach with SmartPLS4, we analyzed responses from 523 consumers to test an extended TAM framework. Results show that perceived usefulness, ease of use, enjoyment, and herd behavior positively influence adoption intention, while cyber risks act as a barrier. Additionally, perceived curiosity and immersion enhance usefulness, ease of use, and enjoyment. The study advances TAM literature by incorporating constructs specific to immersive virtual environments and introducing herd behavior as a social influence factor in meta-commerce adoption. For practitioners, findings provide insights for designing secure, user-friendly platforms that leverage social proof in customer acquisition. Despite these contributions, the study’s generalizability may be limited by its focus on the Jordanian market and cross-sectional nature.