Drivers and Barriers Affecting Metaverse Adoption: A Systematic Review, Theoretical Framework, and Avenues for Future Research

International Journal of Human-Computer Interaction, Journal Year: 2023, Volume and Issue: 40(22), P. 7043 - 7064

Published: Oct. 2, 2023

AbstractThe Metaverse holds immense potential for individuals, organizations, and society, providing immersive innovative experiences. However, its adoption is a complex process influenced by various factors yet to be thoroughly understood. Therefore, this systematic review aims identify classify the drivers barriers affecting adoption. Of 279 papers gathered from Web of Science Scopus databases, 29 studies fulfilled eligibility requirements underwent detailed analysis. The identified in selected were classified into distinct categories, including motivational psychological factors, social technological Metaverse-related characteristics, learning experience-related inhibitors, privacy security conditional quality economic-related personalization immersion-related factors. We have then proposed comprehensive framework based on taxonomy guide future empirical studies. also suggested several agendas as road map research Based these findings, presents theoretical contributions practical implications developers marketers.Keywords: DriversbarriersMetaversetechnology adoptionsystematic reviewtheoretical frameworkresearch agenda AcknowledgementsThis work was supported Tenaga Nasional Berhad (TNB) UNITEN through BOLD Refresh Postdoctoral Fellowships under project code J510050002-IC-6 BOLDREFRESH2025-Centre Excellence.Disclosure statementNo conflict interest reported author(s).Additional informationFundingThis Excellence.Notes contributorsMohammed A. Al-SharafiMohammed Al-Sharafi PhD holder Information Systems, currently working at Institute Informatics Computing Energy Universiti Nasional. His current explores impacts emerging technologies socio-economic environmental sustainability, he proficient applying Quantitative Methods IS research.Mostafa Al-EmranMostafa Al-Emran an Assistant Professor British University Dubai. He among top 2% scientists world, according reports published Stanford October 2020, 2021, 2022. has over 135 publications, journal articles, books, conferences, book chapters, editorials.Noor Al-QaysiNoor Al-Qaysi Technology Education, fellow Her interests include educational technology human–computer interaction.Mohammad IranmaneshMohammad Iranmanesh Associate attached La Trobe Business School, University. more than 100 articles range leading academic journals. Mohammad named Top 40 Australia's early achievers (Rising Stars) 2020.Nazrita IbrahimNazrita Ibrahim Visual Informatics, serving senior lecturer She specializes user experience design information visualization. exploring focusing energy decarbonization association with human behavior.

Language: Английский

---

Metaverse for tourists and tourism destinations

Information Technology & Tourism, Journal Year: 2023, Volume and Issue: 25(4), P. 483 - 506

Published: Sept. 21, 2023

Language: Английский

---

The dark side of the metaverse: The role of gamification in event virtualization

International Journal of Information Management, Journal Year: 2023, Volume and Issue: unknown, P. 102726 - 102726

Published: Nov. 1, 2023

The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate extend in-person events; but process faces associated challenges. In absence relevant empirical studies, aim this article is analyze positive negative aspects user experience a event held metaverse. A mixed-methods approach employed test proposed hypotheses. results from three focus groups demonstrated difficulty users face focusing their attention on main elements metaverse, inability virtual sphere convey authenticity event. Based these findings, metaverse-focused quantitative study was conducted examine whether perceived gamification mitigate effects failing pay experiences. When increased levels, ability imagine real perceptions increased, which produced behavioral intentions. This one first studies empirically tourist metaverse; managers policymakers can benefit hold events.

Language: Английский

---

Metaverse in services marketing: an overview and future research directions

Service Industries Journal, Journal Year: 2023, Volume and Issue: 43(15-16), P. 1140 - 1172

Published: Sept. 21, 2023

Although it is still at the inception stage, Metaverse likely to revolutionize service marketing and management by disrupting existing business strategies, consumer norms, practices. However, most of research focuses on co-creation metaverstic experiences in terms interaction, but not purchase experience process actual products services. This study proposes a conceptual framework that explains how why will have significant impacts creation delivery experiences, those through provision functional hedonic benefits various stakeholders. also discusses potential mitigating decision risks attributed uncertainties associated with offerings, information overload, confusion ecosystems customers' journey. Since adoption implications for all stakeholders while presenting challenges, challenges are discussed. provides agenda investigate possible industries.

Language: Английский

---

Metaverse cannot be an extra marketing immersive tool to increase sales in tourism cities

International Journal of Tourism Cities, Journal Year: 2024, Volume and Issue: 10(3), P. 974 - 994

Published: March 12, 2024

Purpose The purpose of this paper is to analyse the metaverse platform in a social context better understand future tool tourism cities and how can help improve well-being residents both digital physical scenarios. Design/methodology/approach In paper, current probable developments metaverse, its use companies have been investigated. Moreover, study develops, collects examines main definitions by expert authors organizations as methodology ensure transparency credibility analysis. Findings suggest that fusion must create residents’ services experiences new MetaTourPolis interact connect citizens with city’s institutions companies, well make more attractive, innovative, environmentally friendly healthier places live. Metaverse will bring changes for tourists, fact, virtual already changing improving quality life people disabilities cities. For instance, has implemented Seoul, Santa Monica Dubai their residents, including disabilities, resolve bureaucratic administrative problems, avoiding group rest travelling bus or car institutions. addition, several applications based on softbot tutors centres developed blind impaired people, elderly people’ life, respectively. Originality/value A concept called “MetaTourPolis” included stage relationship between platform, where polis 21st century be at service citizens, tourists sustainable, efficient, quantitative environmental

Language: Английский

---

Metaverse as a booster of tourism transformation towards virtual management strategies

Tourism Review, Journal Year: 2024, Volume and Issue: unknown

Published: Jan. 30, 2024

Purpose The primary objective of this study is to ascertain how Metaverse technologies, primarily virtual reality (VR) and augmented (AR), redefine tourism experiences. It aims delve into the capabilities these technologies in eliminating conventional physical economic barriers enabling exploration destinations. Additionally, seeks understand enterprises can leverage for operational efficiency enhance customer satisfaction. Design/methodology/approach This research uses a two-pronged methodological approach, incorporating bibliometric analysis techniques systematic literature review. Bibliometric provides quantitative assessment existing literature, identifying key trends, authors publications domain tourism. Concurrently, review qualitatively evaluates content context studies, focussing on applications VR AR as well managerial consumer implications therein. Findings findings reveal significant uptick production post-2018, indicating burgeoning interest field. facilitates unique blend engaging personalised experiences from comfort one’s home. Moreover, stand gain streamlined booking processes improve efficiency, which turn augments Research limitations/implications confined does not involve data collection, could limit comprehensiveness insights. nascent stage technology presents challenge deriving conclusive implications. underscores need further empirical validate theoretical frameworks discussed explore long-term sector. Practical opens avenues their engagement efficiency. offers novel platform immersive travel experiences, thereby potentially increasing market reach facilitated by also lead cost reduction increased profitability enterprises. Social integration democratise allowing individuals who might be economically or physically constrained virtually global However, it raises concerns regarding digital divide potential loss authentic human interactions cultural exchanges that traditionally characterise Originality/value among pioneering efforts quantitatively analyse field metaverse By amalgamating with review, unveils transcending paradigms, presenting comprehensive understanding practical, consumer-centric

Language: Английский

---

Marketing beyond reality: a systematic literature review on metaverse

Management Research Review, Journal Year: 2024, Volume and Issue: 47(7), P. 1029 - 1051

Published: March 15, 2024

Purpose This study aims to answer two significant questions: What are the relative consumer and firm-level effects of marketing through metaverse compared conventional endeavours? current trends in utilizing as reported recent literature? Design/methodology/approach uses a systematic literature review methodology, using Preferred Reporting Items for Systematic Reviews Meta-Analyses flowchart synthesize existing research. A total 35 articles written English were selected analysed from databases, Web Science EBSCO Host. Findings The findings indicate that consumer-level include loyalty brand attachment. benefits decentralization cost reductions. paper proposes framework indicating variables could attenuate or enhance association between immersive components their resultant effects. Originality/value contributes understanding role practices related mix components. conceptualizes novel its

Language: Английский

---

Beyond the real world: Metaverse adoption patterns in tourism among Gen Z and Millennials

Current Issues in Tourism, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 21

Published: March 15, 2024

The Metaverse opens a digital realm that offers transformative possibilities for the sector, promising to reshape way tourists explore, experience, and interact with destinations. objective of this research is measure acceptance technology within tourism industry, particular focus on adoption patterns among Gen Z Millennials from given high education institution. methodology consisted PLS-SEM analysis based sample 218 users, Unified Theory Acceptance Use Technology (UTAUT-2 model), which identified as robust model analysing gap in usage. results work reveal tested has predictability power according behavioural intention use tourism. Specifically, facilitating conditions, price value, social influence, visit destination become significant factors. Also, these findings prove evolution could be analysed also test changes concerning other constructs.

Language: Английский

---

Exploring tourist’s metaverse experience using destination spatial presence quality & perceived augmentation: metaverse exploration, physical expedition (MEPE)

Current Issues in Tourism, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 23

Published: July 9, 2024

Language: Английский

---

The effects of the various properties of the metaverse tourism on the emotional benefits and behavioral intentions

Asia Pacific Journal of Tourism Research, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 18

Published: Jan. 2, 2025

In the Fourth Industrial Revolution, few studies have developed metaverse tourism attributes or verified effects of these on emotional responses and behavioral intentions consumers. This study initially a theoretical model incorporating six their consequences, using mixed methods. We also conducted fuzzy-set qualitative comparative analysis (FsQCA) to test conditions. found including continuity, real synchronous timing, openness, complete market economy, experiencing new virtual world, interoperability. These positively influenced perceived informativeness, usefulness, enjoyment, attitude, continuous use intention Practitioners need maximize utility generated from cater needs customers.

Language: Английский

---