MICE in Metaverse: Linking UTAUT 2 and Experiencescape

Year 2024, Latest Articles

Aleksandar Radic , Wei Quan , Jongsik Yu , Antonio Ariza-montes , Heesup Han

https://doi.org/10.30519/ahtr.1463480

Abstract

In an era where fourth industrial revolution is unfolding before our eyes and digital workplace is making its advancements into everyday life, the international Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is transforming under the influence of metaverse. The present study unearths performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), price value (PV), cognitive (C) and affective (A) responses (R) as the antecedents of behavior intention to use MICE in metaverse. From theoretical perspective, the novelty and originality of current study dwells in portraying the conceptual framework for the consumer behavioral intentions (BI) towards MICE in metaverse based on the stakeholder-centric approach. The practical implications demonstrate that MICE in metaverse can offer end-users remote interaction with meaningful, immersive experiences where consumers can organically interact with each other without losing the sense of belonging within the community as they engage and navigate through various virtual worlds that mirror the best versions of the physical world.

Keywords

MICE, UTAUT 2, Experienscape, S-O-R, cognition, affect

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