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

Muhammed Talha Narcı

doi:10.25229/beta.1624220

EN TR

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

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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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Muhammed Talha Narcı ^*
0000-0002-2103-4037
Türkiye

Early Pub Date

June 30, 2025

Publication Date

June 30, 2025

Submission Date

January 21, 2025

Acceptance Date

May 17, 2025

Published in Issue

Year 2025 Volume: 10 Number: 2

DOI

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

IZ

https://izlik.org/JA78MU86TZ

APA

Narcı, M. T. (2025). Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model. Bulletin of Economic Theory and Analysis, 10(2), 707-725. https://doi.org/10.25229/beta.1624220

AMA

1.Narcı MT. Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model. Beta. 2025;10(2):707-725. doi:10.25229/beta.1624220

Chicago

Narcı, Muhammed Talha. 2025. “Examining Attitudes Toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model”. Bulletin of Economic Theory and Analysis 10 (2): 707-25. https://doi.org/10.25229/beta.1624220.

EndNote

Narcı MT (June 1, 2025) Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model. Bulletin of Economic Theory and Analysis 10 2 707–725.

IEEE

[1]M. T. Narcı, “Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model”, Beta, vol. 10, no. 2, pp. 707–725, June 2025, doi: 10.25229/beta.1624220.

ISNAD

Narcı, Muhammed Talha. “Examining Attitudes Toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model”. Bulletin of Economic Theory and Analysis 10/2 (June 1, 2025): 707-725. https://doi.org/10.25229/beta.1624220.

JAMA

1.Narcı MT. Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model. Beta. 2025;10:707–725.

MLA

Narcı, Muhammed Talha. “Examining Attitudes Toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model”. Bulletin of Economic Theory and Analysis, vol. 10, no. 2, June 2025, pp. 707-25, doi:10.25229/beta.1624220.

Vancouver

1.Muhammed Talha Narcı. Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model. Beta. 2025 Jun. 1;10(2):707-25. doi:10.25229/beta.1624220

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

Abstract

Keywords

Teknoloji Kabul Modeli Perspektifinden Metaverse ve Tüketici Davranışına Yönelik Tutumların İncelenmesi

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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