Metaverse and Consumers in the Context of the Technology Acceptance Model

Year 2023, , 285 - 297, 31.10.2023

Nuray Eser , Aslıhan Yavuzalp Marangoz

https://doi.org/10.17671/gazibtd.1271769

Abstract

The problem of interaction with consumers in marketing is one of the issues that businesses should always solve in the first place. At this point, when we look at the history, it is possible to see that the rate of change of the communication channels used progresses in parallel with the rate of change in technology. A similar turning point such as the internet and the developing social media network in the past is experienced today with Metaverse technology. According to some, this technology, which is seen as the three-dimensional state of the internet and a hybrid world where virtual and reality meet, provides consumers with personalized, immersive experiences. In the few studies on Metaverse technology in the literature, it is seen that some theories such as The Diffusion of İnnovations, The Theory of Planned Behavior, different versions of The Technology Acceptance Model and The Unified Theory Acceptance and Use of Technology Model are used to reveal the consumers' approach to Metaverse technology. One of the most important reasons for the widespread use of the Technology Acceptance Model is that it is simple, easy and understandable. In this study, within the theoretical framework of The Technology Acceptance Model, Metaverse and changing behaviors of consumers are discussed and the reflections on consumers' purchasing intentions are interpreted. In this way, it was aimed to create a framework for marketers and content producers and to lay the groundwork for future empirical studies on this subject with the spread of Metaverse technology.

Keywords

consumers, marketing, technology acceptance model, metaverse, consumer behavior

Teknoloji Kabul Modeli Çerçevesinde Metaverse ve Tüketiciler

Abstract

Pazarlamada tüketicilerle etkileşim sorunu işletmelerin her zaman en başta çözmesi gereken konulardan biridir. Bu noktada tarihe baktığımızda kullanılan iletişim kanallarının değişim hızının teknoloji değişim hızına paralel bir şekilde ilerlediğini görmek mümkündür. Geçmişte internet, gelişen sosyal medya ağı gibi dönüm noktalarının bir benzeri bugün Metaverse teknolojisi ile yaşanmaktadır. Kimilerine göre internetin üç boyutlu hali kimilerine göre sanal ile gerçeğin birleştiği melez bir dünya olarak görülen bu teknoloji tüketicilere kişiselleşmiş, sürükleyici alışveriş deneyimleri yaşatmaktadır.Literatürde Metaverse teknolojisi ile ilgili olarak yapılan az sayıda araştırmalarda tüketicilerin Metaverse teknolojisi ile ilgili yaklaşımını ortaya çıkarmak için Yeniliklerin Yayılması, Planlanmış Davranış Teorisi, Teknoloji Kabul Modelinin farklı versiyonları ve Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli gibi bazı teorilerin kullanıldığı görülmektedir. Teknoloji Kabul Modelinin yaygın bir şekilde kullanılmasının en önemli sebeplerinden biri ise basit, kolay ve anlaşılır olmasıdır.Bu çalışmada Teknoloji Kabul Modeli teorik çerçevesinde Metaverse ve tüketicilerin değişen davranışları ele alınarak tüketicilerin satın alma niyetleri üzerindeki yansımaları yorumlanmak istenmiştir. Bu sayede pazarlamacılar ve içerik üreticiler için bir çerçeve oluşturmak ve Metaverse teknolojisinin yaygınlaşmasıyla birlikte gelecekte bu konuda yapılacak ampirik çalışmalara zemin oluşturmak istenmiştir.

Keywords

Tüketiciler, Pazarlama, Teknoloji Kabul Modeli, Metaverse, Tüketici Davranışı

References

• P. D. Monica & G.S. Darma, “Digital Marketing Strategy for Balinese Handicrafts Facing the Metaverse Era. CHANNEL”, Jurnal Komunikasi, 10(1), 73-84, 2022.
• K. Israfılzade, “Marketing in the Metaverse: A Sceptical Viewpoint of Opportunities and Future Research Directions”, The Eurasia Proceedings of Educational and Social Sciences, 24, 53-60, 2022.
• M. Yorulmaz & S. Alnıpak, “Yönetici düzeyindeki gemi adamlarının elektronik seyir teknolojileri kullanımının teknoloji kabul modeli ile incelenmesi”, OPUS International Journal of Society Researches, 16(29), 1928-1954, 2020.
• M. Fishbein & I. Ajzen, “Misconceptions about the Fishbein model: Reflections on a study by Songer-Nocks”, Journal of Experimental Social Psychology, 12(6), 579-584, 1976.
• F.D. Davis, “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS quarterly, 319-340,1989.
• I. Ajzen, “The theory of planned behavior”, Organizational behavior and human decision processes, 50(2), 179-211,1991.
• H. Van der Heijden, T. Verhagen & M. Creemers, “Understanding online purchase intentions: contributions from technology and trust perspectives”, European journal of information systems, 12(1), 41-48, 2003.
• J. H. Sharp, “Development, extension, andapplication: a review of the technology acceptance model”, Director, 7(9), 2006.
• A.H. Turan & F.B. Özgen, “Türkiye’de E-Beyanname Sisteminin Benimsenmesi: Geliştirilmiş Teknoloji Kabul Modeli ile Ampirik Bir Çalışma”, Doğuş Üniversitesi Dergisi, 10(1), 134-147, 2009.
• M.T. Amini, M. Ahmadinejad & M.J. Azizi, “Adoption of Internet banking by Iranian customer: An empirical investigation. The International”, Journal of Management Science and Information Technology (IJMSIT), (1-(Jul-Sep)), 27-44, 2011.
• S. C. Chen, L. Shing-Han & L. Chien-Yi, “Recent related research in technology acceptance model: A literatu rereview”, Australian journal of business and management research, 1(9), 124, 2011.
• P. Surendran, “Technology acceptance model: A survey of literatüre”, International Journal of Business and Social Research, 2(4), 175-178, 2012.
• V. Venkatesh & F.D. Davis, “A model of the antecedents of perceived ease of use: Development and test”, Decision sciences, 27(3), 451-481, 1996.
• F.D. Davis, R. P. Bagozzi & P.R. Warshaw, “User acceptance of computer technology: A comparison of two theoretical models”, Management science, 35(8), 982-1003, 1989.
• F.D. Davis & V. Venkatesh, “A critical assessment of potential measurement biases in the technology acceptance model: three experiments”, International journal of human-computerstudies, 45(1), 19-45,1996.
• V. Venkatesh & H. Bala, “Technology acceptance model 3 and a research agenda on interventions”, Decision sciences, 39(2), 273-315, 2008. D. Lee, J. Moon & Y. Kim, “The effect of simplicity and perceived control on perceived ease of use”, 2007.
• H. P. Shih, “Extended technology acceptance model of Internet utilization behavior”, Information &management, 41(6), 719-729, 2004.
• S. Agrebi & J. Jallais, “Explain the intention to use smart phones for mobile shopping”, Journal of retailing and consumer services, 22, 16-23, 2015.
• C. Yılmaz & A. Tümtürk, “İnternet üzerinden alışveriş niyetini etkileyen faktörlerin genişletilmiş teknoloji kabul modeli kullanarak incelenmesi ve bir model önerisi”, Yönetim ve Ekonomi, 22(2), 355-384, 2015.
• F. Abdullah & R. Ward, “Developing a General Extended Technology Acceptance Model for E-Learning (GETAMEL) by analysing commonly used external factors”, Computers in human behavior, 56, 238-256, 2016.
• T. Natarajan, S. A. Balasubramanian & D. L. Kasilingam, “Understanding the intention touse mobile shopping application sandits influence on pricesensitivity”, Journal of Retailingand Consumer Services, 37, 8-22, 2017.
• S.G. Davis, Parades and power: Street theatre in nineteenth- century Philadelphia, Philadelphia: Temple University Press, 1986.
• Y. He, Q. Chen, & S. Kitkuakul, “Regulatory focus and technology acceptance: Perceived ease of use and usefulness as eff, 2018.
• F. Huang, T. Teo & R. Scherer, “Investigating the antecedents of university students’ perceived ease of using the Internet for learning”, Interactive learning environments, 30(6), 1060-1076, 2022.
• M. AL-Oudat & A. Altamimi, “Factors influencing behavior intentions to use virtual reality in education”, International Journal of Data and Network Science, 6(3), 733-742, 2022.
• L.Mostafa, “Measuring Technology Acceptance Model touse Metaverse Technology in Egypt”, مجلةالبحوثالماليةوالتجارية, 23(3), 118-142, 2022.
• A. M. Aburbeian, A. Y. Owda & M. Owda, “A Technology Acceptance Model Survey of the Metaverse Prospects”, AI, 3(2), 285- 302, 2022.
• G. Choi & H. Chung, “Applying the technology acceptance model to social networking sites (SNS): Impact of subjective norm andsocialcapital on the acceptance of SNS”, International Journal of Human-Computer Interaction, 29(10), 619-628, 2013.
• S. Torki Biucky, N. Abdolvand & S. Rajaee Harandi, “The effects of perceived risk on social commerce adoption based on tam model”, International Journal of Electronic Commerce Studies, 2017.
• D. Suleman & I. Zuniarti, “Consumer decisions toward fashion product shopping in Indonesia: The effects of attitude, perception of ease of use, usefulness, and trust”, Management Dynamics in the Knowledge Economy, 7(2), 133-146, 2019.
• X. Li, X. Zhao, & W. Pu, “Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behavior patterns”, Journal of Retailing and Consumer Services, 55, 102093. [1], 2020.
• Y.C. Cho & E. Sagynov, “Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment”,International journal of management & informationsystems, 19(1), 21- 36, 2015.
• Y. H. Chen & S. Barnes, “Initial trust and online buyer behaviour”,Industrial management & data systems, 2007.
• N. Mohamed, R. Hussein, N. H. A. Zamzuri & H. Haghshenas, “Insights into individual's online shopping continuance intention”, Industrial Management & Data Systems, 114(9), 1453-1476, 2014.
• M. Muslichah, “The effect of self efficacy and information quality on behavioral intention with perceived usefulness as intervening variable”, Journal of Accounting, Business and Management (JABM), 25(1), 21-34, 2018.
• S. H. Hsu & B. E. Bayarsaikhan, “Factors influencing on online shopping attitude and intention of Mongolian consumers”, The Journal of International management studies, 7(2), 167-176, 2012.
• J. Wang, S. Wang, Y. Wang, J. Li & D. Zhao, “Extending the theory of planned behavior to understand consumers’ intentions to visit green hotels in the Chinese context”, International Journal of Contemporary Hospitality Management, 2018.
• Y. Y. Mun & Y. Hwang, “Predicting the use of web-based information systems: Self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model”, International Journal of Human- Computer Studies 59(4), 431-44, 2004.
• D. H. Tien, A. A. A. Rivas & Y. K. Liao, “Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites”, Asia Pacific Management Review, 24(3), 238-249, 2019.
• C.E. Porter & N. Donthu, “Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics”, Journal of business research, 59(9), 999-1007, 2006.
• J. Schepers & M. Wetzels, “A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects”, Information & Management, 44(1), 90-103, 2007.
• A. Göçer & C. A. Vural, “Sosyal Pazarlamada Teknoloji Kabulü: Hayirseverlik Davranişlari Üzerine Bir İnceleme”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 1-23, 2017.
• S. Hollensen, P. Kotler & M. O. Opresnik, “Metaverse–the new marketing universe”, Journal of Business Strategy, 2022.
• M. Moslehpour, V. K. Pham, W. K. Wong & İ. Bilgiçli, “E- purchase intention of Taiwanese consumers: Sustainable mediation of perceived usefulness and perceived ease of use”, Sustainability, 10(1), 234, 2018.
• K. T. Manis & D. Choi, “The virtualreality hardware acceptance model (VR-HAM): Extendingand individuating the technology acceptance model (TAM) forvirtualreality hardware”, Journal of Business Research, 100, 503-513, 2019.
• J. Cheon, S. Lee, S.M. Crooks & J. Song, “An investigation of mobile learning readiness in higher education based on the theory of planned behavior”, Computers & education, 59(3), 1054-1064, 2012.
• F.D. Orel & A. R. I. K Abdil, “Sosyal medya pazarlamasının tüketici satın alma niyetine etkisinin teknoloji kabul modeli aracılığıyla incelenmesi”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (57), 205-232. Y. Han, D.Niyato, C. Leung, C. Miao & D. I. Kim, “A dynamic resource allocation framework for synchronizing metaverse withiot service and dat”, In ICC 2022-IEEE International Conference on Communications, IEEE, 1196-1201, May 2022.
• S. Mystakidis, “Metaverse”, Encyclopedia, 2(1), 486-497, 2022.
• Internet: C. Brian, What Is the Metaverse ?, https://blogs.nvidia.com/blog/2021/08/10/what-is-the-metaverse/, 10.10.2021.
• Internet: E. Shapiro, Artificial Intelligence Will Change World, https://time.com/5955412/artificial-intelligence-nvidia-jensen-huang/, 18.04.2021.
• J. Kim, “Advertising in the Metaverse: Research agenda”, Journal of Interactive Advertising, 21(3), 141-144, 2021.
• H. Lee & Y. Hwang, “Technology-Enhanced Education through VR-Making and Metaverse-Linking to Foster Teacher Readiness and Sustainable Learning”, Sustainability, 14(8), 4786, 2022.
• S. G. Lee, S. Trimi, W. K. Byun & M. Kang, “Innovation and imitation effects in Metaverse service adoption”, Service Business, 5(2), 155-172, 2011.
• H. Duan, J. Li, S. Fan, Z. Lin, X. Wu & W. Cai, “Metaverse for social good: A university campus prototype”, In Proceedings of the 29 th ACM International Conference on Multimedia, 153-161, October 2021.
• L. H. Lee, T. Braud, P. Zhou, L. Wang, D. Xu, Z. Lin & P. Hui, “Allone need stok now about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda”, arXivpreprint arXiv:2110.05352, 2021.
• J. E. Jeon, “TheEffects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea”, Journal of Distribution Science, 19(11), 81-90, 2021.
• H. Ning, H. Wang, Y. Lin, W. Wang, S. Dhelim, F. Farha & M. Daneshmand, “A Survey on Metaverse: the State-of-the-art, Technologies, Applications, and Challenges”, Ar Xivpreprint arXiv:2111.09673, 2021.
• Y. Zhao, J. Jiang, Y. Chen, R. Liu, Y. Yang, X. Xue & S. Chen, “Metaverse: Perspectives from graphics, interactions and visualization”, Visual Informatics, 2022.
• J. Han, J. Heo & E. You, “Analysis of metaverse platform as a new play culture: Focusing on roblox and zepeto”, In Proceedings of the 2nd International Conference on Human-centered Artificial Intelligence, 2021.
• S.Dhelim, H. Ning, F. Farha, L. Chen, L. Atzori & Daneshmand, “IoT-enabled social relationships meet artificial social intelligence”, IEEE Internet of Things Journal, 8(24), 17817-17828, 2021.
• T. R. Gadekallu, T.Huynh-The, W. Wang, G.Yenduri, P. Ranaweera, Q. V. Pham, ... & M. Liyanage, “Blockchain for the Metaverse: A Review”, ar Xivpreprint arXiv:220309738, 2022.
• Internet: A. Sherman, Execs seemed confuse dabout the metaverse on Q3 earnings calls, https://www.cnbc.com/2021/11/20/executives- wax-poetic-on-the-metaverse-during-q3-earnings-calls.html, 20.11.2021.
• Internet: J. Radoff, https://medium.com/building-the-metaverse/9- megatrends-shaping-the-metaverse-93b91c159375,01.10.2021. K. Valaskova, V. Machova & E. Lewis, “Virtual Marketplace Dynamics Data, Spatial Analytics, and Customer Engagement Tools in a Real-Time Interoperable Decentralized Metaverse”, Linguistic and Philosophical Investigations, 21, 105-120, 2022.
• A. De Regt, K. Plangger& S. J. Barnes, “Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing”, Journal of Business Research, 136, 513-522, 2021.
• S.M. Park & Y. G. Kim, (2022), “A Metaverse: Taxonomy, components, applications, and open challenges”, Ieee Access, 10, 4209- 425, 2022.
• T. Lemenager, M. Neissner, T. Sabo, K. Mann & F. Kiefer, “Who am i” and “how should i be”: a systematic review on self-conceptand avatar identification in gaming disorder”, Current Addiction Reports, 7(2), 166-193, 2020.
• C.-P. Hsu & C.-W. Chang, “Does the social platform established by MMORPGs build social and psychological capital?”, Computers in Human Behavior, 129 (1), 107139, 2022.
• M. Ball, “The metaverse: and how it will revolutionize everything”,Live right Publishing, 2022.
• M. Sparkes, “What is a metaverse,” New Scientist, 251(3348), 2021.
• G. S. Park, “A study on the virtual fashion industry case study of fashion brands through convergence with metaverse”, Korea Soc. Sci. Art Converg, 39, 161-178, 2021.
• Internet: G. Mileva, How to Invest in Virtual Real Estate (Metaverse Real Estate Guide), https://influencer marketing hub.com/metaverse-real-estate/,2022.
• J. Lee & K. H. Kwon, “Novel path way regarding good cosmetics brands by NFT in the metaverse World”, Journal of Cosmetic Dermatology, 2022.
• S. Çavuşoğlu & Y. Durmaz, “Deneyimsel Pazarlama ve Yeşil Davranış” Hiper yayın,”2020.
• D. Buhalis, M.S. Lin & D. Leung, “Metaverse as a driver for customer experience -creation: implications for hospitality and marketing” International Journal of Contemporary Hospitality Management, (ahead-of-print), 2022.
• D. Buhalis, E.P. López & J. A. Martinez-Gonzalez, “Influence of young consumers’ on their e-loyalty”, Journal of Destination Marketing & Management, 15, 100409, 2020.
• P. A., Rauschnabel, B. J. Babin, M. C. Tom Dieck, N. Krey & T. Jung, “What is augmented reality marketing? Its definition, complexity, andfuture”, Journal of Business Research, 142, 1140-1150, 2022.
• P. A. Rauschnabel, R. Felix, C. Hinsch, H. Shahab & F. Alt, “What is XR? Towards a framework for augmented and virtual realit”, Computers in Human Behavior, 133, 107289, 2022.
• K. N. Lemon & P. Verhoef, “Understanding customer experience throughout the customer journey”, Journal of marketing, 80(6), 69-96.
• E. C Hirschman & M. B. Holbrook, “Hedonic consumption: emerging concepts, methods and propositions”, Journal of marketing, 46(3), 92-101, 1982.
• X. L., Pei, J. N.Guo, T. J.Wu, W. X. Zhou & S. P. Yeh, “Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations”, Sustainability, 12(18), 7436, 2020.
• K. Israfilzade & N. Babayev, “Millennial Versus Non-Millennial Users: Context Of Customer Engagement Levels On Instagram Stories (ExtendedVersion)”, Journal of Life Economics, 7(2), 135-150, 2020.
• F.M. Tseng & H.Y. Lo, “Antecedents of consumers’ intentions to upgrade their mobile phones”, Telecommunications Policy, 35(1), 74-86, 2011.
• G. Prayag, S. Hassibi & R. Nunkoo, “A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and future prospects”, Journal of Hospitality Marketing & Management, 28(1), 51-80, 2019.
• D. G. Taylor, J. E. Lewin, & D. Strutton, “Friends, fans, and followers: do adswork on social networks?: how gender and ages hapereceptivity”, Journal of advertising research, 51(1), 258-275, 2011.
• T. E. Yoon & J. F. George, “Why aren’t organizations adopting virtual worlds?”, Computers in Human Behavior, 29(3), 772-790, 2013.
• D. Y. Kim, X. Y., Lehto & A. M. Morrison, “Gender differences in online travel information search: Implications for marketing communications on the internet”, Tourism management, 28(2), 423-433, 2007.
• S.A.Sina & H.Y. Kim, “Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays”, Journal of Global Fashion Marketing, 10(2), 129-144, 2019.
• X. Chen, X. Su, Z. Li, J. Wu, M. Zheng & A. Xu, “ The impact of omni-channel collaborative marketing on customer loyalty to fresh retailers: the mediating effect of the omni-channel shopping experience”, Operations Management Research, 1-15, 2022.
• A. Y. M. A. Islam, “Viability of the extended technology acceptance model: An empirical study”, Journal of Information and Communication Technology, 10, 85-98, 2011.
• J. Wann & M. Mon-Williams, “What does virtual reality NEED?: human factors issues in the design of three-dimensional computer environments”, International Journal of Human-Computer Studies, 44(6), 829-847, 1996.
• D. M. Szymanski, & R. T. Hise, “E-satisfaction: an initial examination”, Journal of retailing, 76(3), 309-322, 2000.
• S. Papagiannidis, E. Pantano, E. W. See-To & M. Bourlakis, “Modelling the determinants of a simulated experience in a virtual retail store andusers’ product purchasing intentions”, Journal of Marketing Management, 29(13-14), 1462-1492, 2013.
• A. Mollen & H. Wilson, “Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives”, Journal of business research, 63(9-10), 919-925,2010.
• F. Rabby, R. Chimhundu & R. Hassan, “Artificial intelligence in digital marketing influences consumer behaviour: A review and theoretical foundation for future research”, Academy of Marketing Studies Journal, 25(5), 1-7, 2021. Internet: Metamandrill, Top 12 Metaverse Brands Selling Their Products Digitally, https://metamandrill.com/metaversebrands/#nike, 06.2022.
• L. D. Hollebeek, R. K. Srivastava, & T Chen, “SD logic–informed customere ngagement: integrative framework, revised fundamental propositions, and applicationto CRM”, Journal of the Academy of Marketing Science, 47(1), 161-185, 2019.
• B.A. Al-alak & I. A. M.Alnawas, “Evaluating the effect of marketing activities on relationship quality in the banking sector: The case of private commercial banks in JordaN”, International Journal of Marketing Studies, 2(1), 78-91, 2010.
• Y. K. Dwivedi, L. Hughes, A. M. Baabdullah, S. Ribeiro- Navarrete, M. Giannakis, Al-Debei, M. M., ... & S. F. Wamba, “Metaverse beyond the hype: Multi disciplinary perspectives on emerging challenges, opportunities, andagenda for research, practice and policy”, International Journal of Information Management, 66, 102542, 2022.
• J. Y. Lee, “A study on metaverse hype for sustainable growth”, International journal of advanced smart convergence, 10(3), 72-80, 2021.