The Psychological Drivers behind Metaverse Adoption and Sustained Engagement in Banking

Abstract

This study investigates how personality traits influence the adoption and continued usage of the Metaverse for sustained engagement in the banking industry. It introduces a comprehensive model integrating the Big Five Personality Traits with the Expectation Confirmation Theory (ECT) and the Technology Acceptance Model (TAM). Data was collected through a structured questionnaire from 1,552 Metaverse users in India and analyzed using Structural Equation Modeling (SEM). The findings reveal significant associations between specific personality traits and user behavior: conscientiousness, agreeableness, and extroversion positively correlate with Metaverse adoption, while openness is linked to perceived ease of use and neuroticism to perceived usefulness. Satisfaction with Metaverse experiences in banking builds user trust, which in turn fosters continued engagement. These results underscore the role of personality in shaping user expectations, perceived value, and long-term interaction with Metaverse platforms in financial services. The study offers practical insights for banks aiming to develop targeted segmentation and engagement strategies that align with individual user profiles. By uniquely combining personality theory with TAM and ECT, this research provides a novel framework for understanding and enhancing user adoption and sustained usage of Metaverse technologies within the banking sector.