What does this research mean for the field?

The relationship between perceived ease of use and Gen Z consumers' intention to purchase Metaverse tourist guide services is fully mediated only by the simultaneous and synergistic development of user finesse and knowledge, rather than by either competence in isolation. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To investigate the factors driving Gen Z consumers' intentions to purchase virtual tourist guide services in the metaverse by examining an extended technology acceptance model.

September 15, 2026Journal of Hospitality and Tourism Technology

Purchasing tourist guiding services in the metaverse: an analysis of tech-savvy Gen Z consumers

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Authors

AEAslı Sultan Eren SASeda Cicekli Ayyildiz BDBekir Bora Dedeoğlu

Discussion

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Overview

Survey study reveals a competence-gating effect driving metaverse tour guide purchases in Generation Z consumers, indicating that commercial adoption requires both technical finesse and knowledge.

Key Points

To investigate the factors driving Gen Z consumers' intentions to purchase virtual tourist guide services in the metaverse by examining an extended technology acceptance model.
Administered a two-part quantitative survey measuring the technology acceptance model (perceived usefulness and ease of use), user competence (finesse and knowledge), and online purchase intention.
Analyzed N = 299 complete responses from tech-savvy Generation Z consumers using partial least squares structural equation modeling.
Finesse and knowledge did not individually mediate the direct pathway between perceived ease of use and purchase intention.
Parallel modeling of finesse and knowledge revealed a significant full mediation effect, demonstrating that simultaneous development of both competencies is required for commercial engagement.

Cite This Study

Eren et al. (2026) studied this question.

synapsesocial.com/papers/6aa913ba9013453be30a1cfa https://doi.org/10.1108/jhtt-03-2025-0223

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September 15, 2026Journal of Hospitality and Tourism Technology

Purchasing tourist guiding services in the metaverse: an analysis of tech-savvy Gen Z consumers

View Full Paper

Ask AI

Bookmark

Authors

AEAslı Sultan Eren SASeda Cicekli Ayyildiz BDBekir Bora Dedeoğlu

Discussion

Member takes

Overview

Survey study reveals a competence-gating effect driving metaverse tour guide purchases in Generation Z consumers, indicating that commercial adoption requires both technical finesse and knowledge.

Key Points

To investigate the factors driving Gen Z consumers' intentions to purchase virtual tourist guide services in the metaverse by examining an extended technology acceptance model.
Administered a two-part quantitative survey measuring the technology acceptance model (perceived usefulness and ease of use), user competence (finesse and knowledge), and online purchase intention.
Analyzed N = 299 complete responses from tech-savvy Generation Z consumers using partial least squares structural equation modeling.
Finesse and knowledge did not individually mediate the direct pathway between perceived ease of use and purchase intention.
Parallel modeling of finesse and knowledge revealed a significant full mediation effect, demonstrating that simultaneous development of both competencies is required for commercial engagement.

Cite This Study

Eren et al. (2026) studied this question.

synapsesocial.com/papers/6aa913ba9013453be30a1cfa https://doi.org/10.1108/jhtt-03-2025-0223

View Full Paper

Ask AI

Bookmark