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Purpose This study aims to examine the main factors influencing customer meta-banking (metaverse banking) adoption intention based on the unified theory of acceptance and use of technology (UTAUT) model. Design/methodology/approach In this study, the PLS-SEM modelling technique was used to analyse the quantitative data collected from a total of 407 participants who were purposefully chosen. Findings The findings revealed that performance expectation, effort expectancy, facilitating conditions and hedonic motivation have significant positive effects on customers’ perception of the value associated with adopting the metaverse. However, the effect of social influence was found to be statistically insignificant. The results further emphasised that technostress is an obstacle that negatively influences the perceived value. Lastly, perceived value is found to be a key facilitator of adoption intention as it shows a positive effect on it. Originality/value This study stands at the forefront of research on banking customers’ adoption intention of meta-banking. Going beyond the investigation of adoption intention, the research also critically assesses the applicability of UTAUT in the context of meta-banking. The results demonstrate that UTAUT is a viable theoretical framework for examining the dynamics of meta-banking. In particular, the findings indicate that UTAUT model provides a reliable lens for comprehending the intricacies of meta-banking adoption.
Yaseen et al. (Tue,) studied this question.