Prediction of Perceived Consumer Experience, Perceived Brand Engagement, and Gamification towards the Intention to Use Metaverse: An Extended TAM Approach

Abstract

Metaverse technology is considered as the next big thing in this digital era and for companies to take part in its market potential, companies must understand the factors for its acceptance. While the technology acceptance is widely studied, the review of acceptance for metaverse technology is limited. This research aims to provide an empirical study on the technology acceptance for metaverse and identify key factors influencing consumers to adopt it. According to the literature review, the Technology Acceptance Model (TAM) is the most common framework used in the technology adoption area and therefore is used in this study. There are three factors adopted to formulate the hypotheses in influencing the consumer's intention to use metaverse technology of a consumer brand namely perceived consumer experience, perceived brand engagement, and gamification. This quantitative research is carried out through a structured survey instrument and uses a convenience sampling technique. Data collected from 110 Indonesian consumer are analyzed using a structural equation model with Smart PLS software version 3.2.9. The findings show that all three factors have positive and significant effect on the intention to use metaverse of the specific brand. Managerial implications for companies, contribution to academics and further studies are also described.