Role of technology acceptance model in shaping consumer behaviors towards metaverse services

Abstract

This study explores how buyers in the metaverse feel and act corresponding to virtual merchandise utilizing the models of the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The review used an exploratory examination approach that coordinated subjective and quantitative philosophies to assess the effect of the metaverse on buyer inclinations and promoting procedures. A deliberate poll with an accentuation on TAM and UTAUT factors was given to an example of 385 individuals who were keen on virtual items. Seen utility and effortlessness of use significantly affect customer decisions and ways of behaving towards virtual items and administrations, as indicated by factual review led with SPSS. Furthermore, it was discovered that performance expectancy had an effect on how well metaverse-based product and service innovation worked, whereas effort expectancy had no discernible impact on meeting customer needs. The results emphasize how crucial it is to comprehend customer perceptions in order to improve the acceptance of virtual goods in the metaverse and direct upcoming marketing campaigns.