The future of human experience: the drivers of user adoption of the metaverse DOI
P. Pragha, Krantiraditya Dhalmahapatra, Thamaraiselvan Natarajan

и другие.

Online Information Review, Год журнала: 2025, Номер unknown

Опубликована: Янв. 24, 2025

Purpose The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion diverse applications. current study examines factors affecting intention adopt metaverse. Existing studies on were found insufficient in explaining users’ metaverse, for which companies are investing vast amounts money implementation. fills research gaps literature applies UTAUT2 (Unified Theory Of Acceptance And Use Technology) PAD (Pleasure, Arousal, Dominance) theory SOR (Stimulus-Organism-Response) framework. proposes a conceptual model by including effort expectancy, hedonic motivation, social influence, security personalization as stimuli, arousal, dominance, pleasure, immersive experience perceived value organismic variables response variable, gender moderator. Design/methodology/approach used purposive non-probability sampling approach total 420 responses collected examine model. partial least squares (PLS) technique data analysis using Smart PLS software. Findings study’s findings suggest that influence have highest impact affects Results indicate individuals perceive when provides enjoyment fun well security. Hence, important ensure not only feel hedonically motivated but also secured exert less use Research limitations/implications contributes existing extends association theories applied. fundamental qualities contribute enjoyable nature can users' behavioral responses. Our emphasizes importance executives acknowledging development within Practical implications insights derived from this will serve expand knowledge application developers, offering valuable guidance incorporating these into their processes. By prominently displaying measures, brands demonstrate commitment mitigating risks associated virtual interactions. This includes clearly communicating protocols place protect user privacy providing detailed information about features build trust alleviate concerns. Social highlights how affect toward adoption intent. Specifically, reveals further intent has enhancing customer relationships cocreation different stakeholders. recognizes measures necessary technology. These reactions could include placing regulations standards deal economic effects, making sure ethically, giving priority. Originality/value paper body first kind explore link experience, pleasure metaverse’s point view user’s intention. framework applying context, limits.

Язык: Английский

Determinants of switching intention towards metaverse shopping: a PPM approach DOI
P. Pragha, Krantiraditya Dhalmahapatra, Thamaraiselvan Natarajan

и другие.

The Journal of Marketing Theory and Practice, Год журнала: 2025, Номер unknown, С. 1 - 18

Опубликована: Янв. 8, 2025

Individuals are motivated to switch alternatives when their existing retailers do not meet expectations. The study intends examine the factors affecting decision of consumers walking out physical stores and opting for metaverse shopping through PPM (Push, Pull, Mooring) framework. data is gathered using a structured online questionnaire Google Forms SMART-PLS software used evaluate results. revealed that expectation disconfirmation alternative attractiveness both significantly impacted switching intention. Buyers' intention was positively influenced by social influence, content creation, tranquility. Remarkably, costs had no impact on customer's This paper contributes research as it first its kind explore from offline results provide valuable insights help retail brand owners, understand identify key attractions consumers.

Язык: Английский

Процитировано

0
The future of human experience: the drivers of user adoption of the metaverse DOI
P. Pragha, Krantiraditya Dhalmahapatra, Thamaraiselvan Natarajan

и другие.

Online Information Review, Год журнала: 2025, Номер unknown

Опубликована: Янв. 24, 2025

Purpose The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion diverse applications. current study examines factors affecting intention adopt metaverse. Existing studies on were found insufficient in explaining users’ metaverse, for which companies are investing vast amounts money implementation. fills research gaps literature applies UTAUT2 (Unified Theory Of Acceptance And Use Technology) PAD (Pleasure, Arousal, Dominance) theory SOR (Stimulus-Organism-Response) framework. proposes a conceptual model by including effort expectancy, hedonic motivation, social influence, security personalization as stimuli, arousal, dominance, pleasure, immersive experience perceived value organismic variables response variable, gender moderator. Design/methodology/approach used purposive non-probability sampling approach total 420 responses collected examine model. partial least squares (PLS) technique data analysis using Smart PLS software. Findings study’s findings suggest that influence have highest impact affects Results indicate individuals perceive when provides enjoyment fun well security. Hence, important ensure not only feel hedonically motivated but also secured exert less use Research limitations/implications contributes existing extends association theories applied. fundamental qualities contribute enjoyable nature can users' behavioral responses. Our emphasizes importance executives acknowledging development within Practical implications insights derived from this will serve expand knowledge application developers, offering valuable guidance incorporating these into their processes. By prominently displaying measures, brands demonstrate commitment mitigating risks associated virtual interactions. This includes clearly communicating protocols place protect user privacy providing detailed information about features build trust alleviate concerns. Social highlights how affect toward adoption intent. Specifically, reveals further intent has enhancing customer relationships cocreation different stakeholders. recognizes measures necessary technology. These reactions could include placing regulations standards deal economic effects, making sure ethically, giving priority. Originality/value paper body first kind explore link experience, pleasure metaverse’s point view user’s intention. framework applying context, limits.

Язык: Английский

Процитировано

0