Examining the perception of the Metaverse: A scale development study

Year 2024, Volume: 6 Issue: 4, 248 - 268

Öznur Bozkurt

https://doi.org/10.47103/bilturk.1528751

Abstract

Metaverse is an innovative step that has the potential to impact investors, users, and other segments of society. In terms of the impact it creates, the metaverse can be perceived as positive by some people, while it can be perceived as negative by others. To manage the perception of Metaverse correctly, it is important to reveal what Metaverse is, what aspects provide social benefits, what factors cause negative consequences, and what features may unsettle users. This study aims to develop a measurement tool that can be used to measure both positive and negative perceptions of Metaverse. In this context, a quantitative research method was used, and data was collected using a survey technique. As a result of the analysis of the data, the eight-dimensional and 29-item "Metaverse Perception Scale" emerged. Also, the negative perception of participants about Metaverse is higher than the positive perception.

Keywords

Metaverse, metaverse perception, scale development, metaverse perception scale

Ethical Statement

Çalışmada tüm süreçlerde etik kurallara uyulmuştur ve çalışma etik kurul onayı almıştır.

References

• Bale, A. S., Ghorpade, N., Hashim, M. F., Vaishnav J., and Almaspoor, Z. (2022). A Comprehensive study on Metaverse and its impacts on humans. Advances in Human-Computer Interaction, 2022, 1-11 https://doi.org/10.1155/2022/3247060, 2022
• Bozkurt, Ö and Gümüş, İ. H. (2022). Metaverse and MetaEntrepreneurship: A conceptual framework. Journal of Entrepreneurship and Development, 17(1), 75-85.
• Burchardt, T., Le Grand, L. and Piachaud,D. (1999). Social exclusion in Britain 1991–1995. Social Policy and Administration, 33(3), 227–244. https:// doi. org/ 10. 1111/ 1467- 9515. 0014
• Cheong, B. C. (2022). Avatars in the Metaverse: Potential legal issues and remedies. International Cybersecurity Law Review, 3(2), https://doi.org/10.1365/s43439–022–00056–9
• Denisov, E. I. (2019). Robots, artificial intelligence, augmented and virtual reality: ethical, legal and hygienic issues. Hygiene and Sanitation, 98(1), 5–10. (In Russ.). https://doi.org/10.18821/0016–9900–2019–98–1–5–10, 2019.
• Din, I. U. and Almogren, A. (2023). Exploring the psychological effects of metaverse on mental health and well-being. Information Technology & Tourism, 25(3), 1–23, http://dx.doi.org/10.1007/s40558-023-00259-8
• Duan, H., Li, J., Fan, S., Lin, Z., Wu, X. and Cai,W. (2021). Metaverse for social good: a university campus prototype. Proceedings of the 29th ACM International Conference on Multimedia.
• Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., and Wirtz, J. (2022). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776. https://doi. org/ 10. 1016/j. jbusr es. 2022. 113420.
• Dwivedi, Y.K., Kshetri, N. and Hughes, L.et al.,(2023b). Exploring the darkverse: A multi‑perspective analysis of the negative societal impacts of the Metaverse. Information Systems Frontiers, 25, 2071-2114, https://doi.org/10.1007/s10796-023-10400-x.
• Ferric, L. F. (2023). New digital culture metaverse preparation digital society for virtual ecosystem, E3S Web of Conf., https://doi.org/10.1051/e3sconf/202338804057.
• Filipova, I. A. (2023). Creating the metaverse: consequences for economy, society, and law. Journal of Digital Technologies and Law, 1(1), 7–32, https://doi.org/10.21202/jdtl.2023.1.
• Hair, J. F., Black, W. C., Babin B. J., and Anderson, R. E. (2014). Multivariate data analysis. (7). Harlow: Pearson New International Edition.
• Henz, P. (2022). The societal impact of the metaverse. Discov Artif Intell, 2(19), https://doi.org/10.1007/s44163-022-00032-6.
• Hooper, D., Coughlan, J., and Mullen,M. (2008). Structural equation modeling: Guidelines for determining model fit. Electronic Journal of Business Research, 6, 1, 53–60.
• Jamison, M. and Glavish, M. (2022). The dark side of the Metaverse, Part I. AEIdeas, March 17, https://www.aei.org/technology-and-innovation/the-dark-side-of-the-metaverse-part-i/, 2022
• Kim, J.H. (2022). Retailers seeking new growth Engines with NFT, Metaverse. The Korea Times, 2022.
• Kline, R. B. (2011). Principles and practice of structural equation modeling. New York, NY: The Guilford Press.
• Lee, C. W. (2022). Application of Metaverse service to the healthcare industry: A strategic perspective. Int. J. Environ. Res. Public Health, 19(3038),1-14, https://doi.org/10.3390/ijerph192013038, 2022.
• Lee, L.H., Braud, T., Zhou,P., et al. (2021). All one needs to know about metaverse: a complete survey on technological singularity, virtual ecosystem, and research agenda. Journal of Latex Class Files,14, 2021.
• Liu, L., Dzyabura, D., and Mizik, N. (2020). Visual listening in Extracting brand image portrayed on social media. Marketing Science, 39(4), 669–686.
• Marsh, H. W. (2012). Application of confirmatory factor analysis and structural equation modeling in sport and exercise psychology. In G. Tenenbaum & R. C. Eklund (Eds.), Handbook of Sport Psychology, 737–799, New Jersey, NJ: John Wiley & Sons.
• Ramachandran, K. K., Lakshmi, J. K., Singh, K. Prusty, A. Panduro-Ramirez J.and Lourens, M. (2023). The impact of the Metaverse on organizational culture and communication,” 3rd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE), Greater Noida, India, 1009-1014, https://doi.org/10.1109/ICACITE57410.2023.10182655
• Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C., and Harter, M. (2010). Confirmatory factor analysis and recommendations for improvement of the Autonomy-Preference-Index (API). Health Expectations,13, 234–243.
• Srihadiand, T.F., and Setiawan, D. (2015). The influence of different levels of service characteristics and personal involvement towards consumer relational response behaviors. Procedia-Social and Behavioral Sciences,210, 378-387, doi: 10.1016/j.sbspro.2015.11.385.
• Tabachnick, B. G., and Fidell L. S. (2013). Using multivariate statistics. (6th ed.). Pearson, Boston. Usmani, S. S., Sharath, M., and Mehendale, M. (2022). Future of mental health in the metaverse. General Psychiatry, 35(4), e100825.
• Vatoropin A. S., Vatoropin, S. A., Teplyakov, I. I., and Chevtaeva, N. G. (2022). Metaverse: creation perspectives and social consequences. Theory and Practice of Social Development, 4, 9–25. (In Russ.). https://doi.org/10.24158/tipor.2022.4.2.
• Weyl, E. G., Ohlhaver, P., and Buterin V. (2022). Decentralized society: Finding web3’s soul. ResearchHub, 1–36. https://doi.org/10.2139/ssrn.4105763, 2022.
• Xiong, E.L., Hsiang, Z., Zhan, T., and Wu, S.T. (2021). Augmented reality and virtual reality displays: Emerging technologies and future perspectives. Light: Science & Applications, 10(1), 216.
• Yuan,Y., and Yang,Y. (2022). Embracing the Metaverse: Mechanism and logic of a new digital economy. Metaverse, 3(2), 15, doi: 10.54517/met.v3i2.1814.