Uses and gratifications of metaverse: understanding the user adoption factors through a mixed method approach

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown

Published: May 15, 2024

Purpose Technology 4.0 comes with a challenge to understand the degree of users’ willingness adopt digital transformation. Metaverse, being transformation, enables real-world activities in virtual environment, which attracts organizations new fascinating technology. This paper thus explores uses and gratification factors affecting user adoption recommendation metaverse from management perspective. Design/methodology/approach The study adopts mixed approach where structural topic modeling is used analyze tweets about metaverse, themes uncovered were further analyzed through data collection using equation modeling. Findings analyses revealed that social interaction, escapism, convenient navigability, telepresence significantly affect intent use while trendiness showed insignificance. In users can embody avatars or representations, express themselves, communicate nonverbally, interact others more natural intuitive manner. Originality/value contributes research as it first its kind explore Uses Gratification theory approach. Moreover, authors performed two-step involving both qualitative quantitative techniques, giving perspective metaverse-related study.

Language: Английский

---

Understanding switching intentions between traditional banks and Internet-only banks among Generation X and Generation Z

International Journal of Bank Marketing, Journal Year: 2024, Volume and Issue: 42(5), P. 1114 - 1141

Published: March 18, 2024

Purpose This study aims to understand the reasons for individuals switching from traditional banks Internet-only and examine how intentions differ between Generation X Z. Notably, Z, being digital natives, exhibits distinct characteristics compared X, who often referred as immigrants. Given technology-driven nature of banks, a multi-group analysis these two generations was conducted. Design/methodology/approach utilizes Bansal’s push–pull–mooring model framework analyze intention. The collected survey data 383 Korean participants, consisting 198 participants Z 185 X. Findings findings indicate that low satisfaction discomfort are factors push people leave banks. Specifically, shows significantly higher inclination due discomfort. On other hand, relative advantage, compatibility, observability trialability pull switch is more likely consider adopting when compatibility high complexity low. Originality/value first explore unique motivators such their with interpersonal interactions in retail banking sector. These challenge earlier research emphasizing human interaction’s importance technology adoption, offering insights into future adoption contactless services.

Language: Английский

---

Environmental, social and governance-type investing: a multi-stakeholder machine learning analysis

Management Decision, Journal Year: 2025, Volume and Issue: unknown

Published: March 26, 2025

Purpose This research delves into the determinants influencing adoption of environmental, social and governance (ESG) investing through an analysis media dialogs using uses gratification theory. Design/methodology/approach study employs a mixed-methods approach, integrating sentiment analysis, topic modeling, clustering, causal loop ethnography to examine ESG-related content on media. Analyzing data, identified key themes derived ten propositions about ESG investing. Industry professionals, financial advisors investors further validated these findings expert interviews. Combining data-driven qualitative insights provides comprehensive understanding how shapes investor preferences decision-making in domain. Findings Environmental aspects, such as conservation, preservation natural resources, renewable clean energy, biodiversity, restoration eco-friendly products technologies, shape attitudes toward Social considerations, including inclusivity, diversity, justice, human rights, stakeholder engagement, transparency, community development philanthropy, significantly influence sentiments. Governance elements accountability, ethical governance, compliance, risk management, regulatory compliance responsible leadership also play pivotal role shaping opinions. Practical implications presents actionable for policymakers organizations by identifying constructs proposing integrated framework that includes mediating factors like resource efficiency engagement alongside moderating environment preferences. Policymakers should establish standardized reporting frameworks, incentivize sustainable practices use data purposes. For businesses, can enhance communication strategies accountability. These measures will foster greater strengthen relations contribute more inclusive global economy. Originality/value To authors' best knowledge, this is first investigate improving based big mined from platforms.

Language: Английский

---

Cultivating initial trust in ghost kitchens: A mixed-methods investigation of antecedents and consequences

International Journal of Hospitality Management, Journal Year: 2024, Volume and Issue: 119, P. 103727 - 103727

Published: Feb. 24, 2024

This study examines the antecedents and consequences of customer initial trust in ghost kitchens. A sequential mixed-methods approach, consisting a quantitative survey followed by qualitative inquiry, was employed to gain an in-depth understanding inter-relationships between constructs conceptual framework. Through study, we found that food safety, economic value, personalization, authenticity, multisensory experience each positively influence customers' kitchen, which turn, has positive impact on advocacy repurchase intentions. Risk attitude moderates relationship intention, such higher tendency take risks, stronger intention. Meta-inferences were then delineated based explore plausible reasons behind results contradicted research hypotheses. The findings offer novel insights into trust-building process

Language: Английский

---

A Study of the Key Factors Influencing Young Users’ Continued Use of the Digital Twin-Enhanced Metaverse Museum

Electronics, Journal Year: 2024, Volume and Issue: 13(12), P. 2303 - 2303

Published: June 12, 2024

This research investigates the key factors influencing young users’ continuous use of digital twin-enhanced metaverse museums. Attracting users to museum for a more extended period consistently contributes increasing frequency visits and content usage promoting its sustainable development innovation. However, there is lack on museums, which makes theoretical basis in-depth design user motivation museums insufficient. study constructed model covering four dimensions—hedonic, utilitarian, social, technological—based communication’s uses gratification theory (UGT). It was validated in Metaverse Digital Twin Museum (MDTM). Using Spatial.io’s IES Goya as experimental platform, team conducted Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 software through experiments surveys with 307 participants aged 18 30. Quantitative analyses revealed that MDTM’s hedonic (hope), utilitarian (information self-presentation), social (social interaction presence), technological (immersion) significantly influenced continued intention. The findings reveal these six can be focus future enhance experience. fills gap applying UGT field provides managers references prolong intention use, points out need further attention practice.

Language: Английский

---

Exploring customer perceptions of food delivery robots: a value-based model of perceived value, satisfaction, and their impact on behavioral intentions and word-of-mouth

Journal of Hospitality Marketing & Management, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 23

Published: Feb. 5, 2025

Language: Английский

---

How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 36 - 36

Published: Feb. 25, 2025

Modern commercial organizations have started to embrace the metaverse platform as a new channel for marketing their products and services. As prominent brand representatives, virtual influencers are responsible strengthening consumer–brand connections in metaverse. However, ways which contribute consumers’ fidelity evangelistic behaviors remain unknown. To address this gap, work explores essential factors that impact intention trust metaverse, purchase they promote, engage behaviors. Specifically, framework is developed integrates influencers’ efforts, perceived coolness, anthropomorphism, evangelism, into comprehensive conceptual research model. Survey results obtained from 713 respondents US demonstrate anthropomorphism positively influence evangelism. The findings also indicate encourages evangelism mediates relationship between features, behavior. This study’s significance lies its focus on evolving dynamics It considers how features efforts brand-related attitudes offering valuable insights advancement of practice.

Language: Английский

---

Ghost Kitchen Evolution

Advances in computational intelligence and robotics book series, Journal Year: 2025, Volume and Issue: unknown, P. 387 - 408

Published: April 11, 2025

Technological advances and client demand may change food service ghost kitchens. Value, scalability, technology integration challenge delivery-only restaurant operating standards. Their operational benefits are well-documented, but their commercial, sustainability, consumer implications unknown. In this chapter, kitchens' history, working systems, economic, environmental, social elements studied to fill the gap. Case studies industry data analysis used explore kitchen advancements, including AI-driven analytics, multi-brand approaches, eco-friendly practices. Distribution regulatory compliance, distrust needed for kitchens, which promote entrepreneurship, cost performance. Theory explains how virtual brands affect behaviour competitive market dynamics, whereas practical ways execute concept. Examination of history reveals vital role in global ecosystem transformation.

Language: Английский

---

Sustainable food consumption behaviors of generations Y and Z: A comparison study

Cleaner and Responsible Consumption, Journal Year: 2025, Volume and Issue: unknown, P. 100272 - 100272

Published: April 1, 2025

Language: Английский

---

Impact of metaverse experiences on consumer behavior in metaverse-enabled hospitality retailing: the role of realism, immersion, convenience, and social interaction

Journal of Hospitality Marketing & Management, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 22

Published: April 30, 2025

Language: Английский

---