Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model

Year 2025, Volume: 10 Issue: 2, 707 - 725, 30.06.2025

Muhammed Talha Narcı

https://doi.org/10.25229/beta.1624220

Abstract

This study examines the intention to use metaverse technology in online shopping in Turkey from the consumer behavior perspective with the Technology Acceptance Model (TAM). In the study, which uses the survey technique in the context of numerical research, data obtained from 471 participants with online shopping experience and questions created for the research were analyzed. As a result of the data analyzed using the structural equation model, it is understood that perceived usefulness and ease of use from the metaverse significantly and positively affect consumer attitudes; consumer attitudes also affect behavioral intention, and ultimately behavioral intention positively affects actual use. The statistical findings obtained from the study show that metaverse technology is an important factor in directing consumer behavior in online shopping environments and it is understood that these results overlap with studies conducted in similar areas in the literature. The study emphasizes the need for marketers and businesses running in the online environment to develop innovative and consumer-oriented strategies to increase consumers' usefulness and ease of use in the metaverse environment and contributes to future studies in this field.

Keywords

Metaverse , Consumer Behavior , Online Shopping , Technology Acceptance Model.

Teknoloji Kabul Modeli Perspektifinden Metaverse ve Tüketici Davranışına Yönelik Tutumların İncelenmesi

Abstract

Bu çalışma, Türkiye’de online alışverişlerde metaverse teknolojisinin kullanılma niyetini tüketici davranışları perspektifinden Teknoloji Kabul Modeli (TKM) ile incelemektedir. Sayısal araştırma bağlamında anket tekniğinden yararlanılan çalışmada, 471 online alışveriş deneyimi olan katılımcıdan elde edilen veriler ile araştırma amacına yönelik oluşturulan sorular analiz edilmiştir. Yapısal eşitlik modeli kullanılarak analiz edilen veriler sonucunda, metaverse yönünden algılanan kullanışlılık ve algılanan kullanım kolaylığının tüketici tutumlarını anlamlı ve pozitif yönde etkilediğini; tüketici tutumlarının da davranışsal niyeti ve nihayetinde davranışsal niyetin de gerçek kullanıma pozitif yönde etkide bulunduğu anlaşılmaktadır. Araştırmadan elde edilen istatistiki bulgular, metaverse teknolojisinin online alışveriş ortamlarında tüketici davranışlarını yönlendirmede önemli bir etken olduğunu göstermekte ve bu sonuçlar literatürdeki benzer alanlarda yapılmış çalışmalar ile örtüştüğü anlaşılmaktadır. Çalışma, pazarlamacılar ve online ortamda faaliyet gösteren işletmelere metaverse ortamında tüketicilerin kullanışlılık ve kullanım kolaylığını artırmaya yönelik yenilikçi ve tüketici odaklı stratejiler geliştirmesi gerekliliğini vurgulamakta ve bu alandaki gelecekte yapılacak çalışmalara katkı sağlamaktadır.

Keywords

Metaverse , Tüketici Davranışları , Online Alışveriş , Teknoloji Kabul Modeli.

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