Investigating Users’ Acceptance of the Metaverse with an Extended Technology Acceptance Model

AbstractThe Metaverse, characterized as an interactive and immersive 3D virtual world, is widely recognized for its considerable potential across a range of industries. However, the long-term viability and success of the Metaverse are contingent upon the extent to which users accept and adopt it. Despite this critical aspect, there is a scarcity of research that investigates the factors influencing user acceptance of the Metaverse. To address this research gap, the present study expands upon the technology acceptance model by integrating social and psychological constructs such as social interaction, social presence, conformity, emotional attachment, flow, and perceived enjoyment. The data for this study were obtained through an online survey. A total of 418 responses were collected from Metaverse users, with a response rate of 84%. Partial least squares structural equation modeling was used to analyze the survey data. Results showed that: (1) perceived ease of use (β = 0.214, p < 0,001), emotional attachment (β = 0.375 p < 0,001), and enjoyment (β = 0.194, p < 0,001) could have a positive effect on perceived usefulness; (2) emotional attachment (β = 0.142, p = 0.018), enjoyment (β = 0.179, p = 0.008), and social presence (β = 0.183, p = 0.008) could have a positive effect on perceived ease of use; (3) perceived usefulness (β = 0.432, p < 0,001), perceived ease of use (β = 0.106, p = 0.011), emotional attachment (β = 0.209, p < 0,001), and social interaction (β = 0.209, p < 0,001) have a positive effect on attitudes toward using the Metaverse; (4) perceived usefulness (β = 0.174, p = 0.001), attitudes (β = 0.35, p < 0,001), flow (β = 0.128, p = 0.011), and social interaction (β = 0.106, p = 0.015) could positively influence users' intention to use the Metaverse. However, social presence could not significantly influence perceived usefulness (β = 0.078, p = 0.141). These results offer important implications for developers and practitioners looking to design and promote the utilization of the Metaverse.Keywords: The Metaversetechnology acceptancesocial interactionsocial presenceflowperceived enjoymentemotional attachmentconformity AcknowledgmentsWe would like to extend our gratitude to anonymous reviewers and funding.Informed consentAll participants voluntarily signed the consent form before answering the questionnaire.Disclosure statementWe have no conflicts of interest to declare that are relevant to the content of this article.Data availability statementThe data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions.Additional informationFundingThis work is supported by Key Research and Application Project of the Key Laboratory of Key Technologies for Localization Language Services of the State Administration of Press and Publication, "Research on Localization and Intelligent Language Education Technology for the 'Belt and Road Initiative" (Project Number: CSLS 20230012), Special fund of Beijing Co-construction Project-Research and reform of the "Undergraduate Teaching Reform and Innovation Project" of Beijing higher education in 2020-innovative "multilingual +" excellent talent training system (202010032003), Beijing Language and Culture University Excellent Doctoral Dissertation Cultivation Program Funding Project, and The Fundamental Research Funds for the Central Universities, and the Research Funds of Beijing Language and Culture University [23YCX004].Notes on contributorsRong WuRong Wu is a doctoral student at Department of English Studies, Faculty of Foreign Studies, Beijing Language and Culture University. She has already participated in six scientific research projects and published over ten academic papers. Her research interest includes educational technologies, language acquisition, and translation.Zhonggen YuZhonggen Yu, Professor in Faculty of Foreign Studies, Beijing Language and Culture University, Research Fellow of Academy of International Language Services, Director of Center for Intelligent Language Education Research, National Base for Language Service Export, has published over 150 academic papers. He focuses on educational technologies.