Purpose This study aims to investigate the factors influencing the intention to use metaverse technology using an integrated model. This model combines elements from self-determination theory (including autonomy, relatedness and competence), intrinsic motivations (such as enjoyment, self-efficacy and self-presentation) and the unified theory of acceptance and use of technology 2, which encompasses performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habits. Design/methodology/approach A total of 513 respondents with experience using “Taiwan Traveler” completed the survey. The analysis uses LISREL 8.54 to test the structural equation model. Findings The results indicate that factors such as autonomy, relatedness, competence, enjoyment, self-efficacy, self-presentation, performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habits all have a significant and positive impact on the intention to use metaverse technology. Originality/value These findings contribute to theoretical understandings in the field of metaverse research and provide practical insights for entrepreneurs and technology companies in the tourism sector, enabling them to develop effective strategies for boosting the adoption of metaverse technology.
Chia-Lin Kelly Hsu (Wed,) studied this question.