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The burgeoning metaverse market, encompassing virtual and augmented reality, gaming, and manufacturing processes, presents a unique domain for studying user behavior. This study delineates a research framework to investigate the antecedents of behavioral intention, bifurcating users into inexperienced and experienced cohorts. Utilizing a cross-sectional survey, empirical data were amassed and analyzed using structural equation modeling, encompassing 372 responses from 131 inexperienced and 241 experienced users. For inexperienced users, the analysis underscored the significant impact of perceived usefulness on both satisfaction and adoption intention, while perceived enjoyment was found to bolster only satisfaction. Innovativeness and satisfaction do not drive adoption intention. Conversely, for experienced users, satisfaction was significantly influenced by perceived ease of use, perceived usefulness, and perceived enjoyment. Continuance intention was positively affected by perceived usefulness, perceived enjoyment, trust, innovativeness, and satisfaction. This research extends valuable insights for both theoretical advancements and practical implementations in the burgeoning metaverse landscape.
Shin et al. (Thu,) studied this question.