gusbid Gümüşhane University Journal of Social Sciences 1309-7423 1309-7423 Gümüşhane Üniversitesi Digital Marketing Consumer Behaviour Dijital Pazarlama Tüketici Davranışı Teknoloji Kabul Modeli Bağlamında Sosyal Etkinin Metaverse Teknolojilerini Kullanma Niyetine Etkisi The Effect of Social Influence on The Intention to Use Metaverse Technologies in The Context of Technology Acceptance Model https://orcid.org/0000-0002-2472-8237 Soyak Serkan YEDİTEPE ÜNİVERSİTESİ https://orcid.org/0000-0002-2544-9467 Tavman E. Başak OKAN ÜNİVERSİTESİ 10 08 2024 15 3 641 661 08 28 2023 07 06 2024 Copyright © 2010, Gümüşhane Üniversitesi Sosyal Bilimler Dergisi 2010 Gümüşhane Üniversitesi Sosyal Bilimler Dergisi

Metaverse kavramı dijital dönüşüm ile ortaya çıkmış bir kavramdır. Metaverse’ün dijital ortamda iş modellerini temelden değiştireceği düşünülmektedir. Teknolojik gelişmelerin ivme kazanması ile iş yapış şekillerinin değişmesi, işletmelerin yıkıcı iş modellerini benimseyerek bu değişime uyum sağlamasını zorunlu kılmaktadır. Günümüzde rekabet avantajı sağlamak isteyen birçok işletme, metaverse dünyasına giriş yapmaktadır. İşletmelerin metaverse pazarını tanımaları ve meta dünyada tüketici isteklerini anlamaları rekabet avantajı sağlamaları açısından önem taşımaktadır. İşletmelerin marka bilinirliğini artırmak ve müşteri tabanlarını genişletmek için metaverse’ü stratejilerine dâhil etmeleri kaçınılmazdır. Pazarlama perspektifinden bakıldığında, tüketicilerin metaverse teknolojilerini kullanma niyetinin anlaşılması ve bu doğrultuda pazarlama stratejilerinin belirlenmesi işletmelere değerli içgörüler sağlayarak metaverse’e yönelik pazarlama stratejilerinin geliştirilmesine yardımcı olabilir. Bu çalışmanın amacı, Teknoloji Kabul Modeli (TKM) boyutlarının ve sosyal etkinin Türkiye’de yaşayan tüketicilerin metaverse teknolojilerini kullanma niyeti üzerindeki etkisini araştırmaktadır. Bu amaç doğrultusunda 201 kişi ile anket yapılmış ve veriler yapısal eşitlik modellemesi analiziyle test edilmiştir. Çalışmada, metaverse teknolojilerinin kullanımını etkileyen faktörleri belirlemek için Teknoloji Kabul Modeli (TKM) kullanılmıştır. Araştırma bulgularına göre algılanan kullanım kolaylığı, algılanan fayda ve metaverse’e yönelik davranışsal tutumu olumlu etkilemektedir. Ek olarak algılanan fayda, metaverse’e yönelik davranışsal tutumu olumlu etkilerken, metaverse’e yönelik davranışsal tutum ve sosyal etki metaverse teknolojilerini kullanma niyetini olumlu etkilemektedir. Araştırma bulgularının, metaverse pazarlaması literatürünü genişleterek pazarlama uygulayıcılarına yol göstermesi hedeflenmektedir.

Metaverse is a concept that emerged with digital transformation. The acceleration of technological developments and the change in the way of doing business make it necessary for businesses to adapt to this change by adopting disruptive business models. Businesses need to recognize the metaverse market and understand consumer demands in the meta world to gain a competitive advantage. From a marketing perspective, understanding consumers' intention to use metaverse technologies and determining marketing strategies accordingly can provide valuable insights to businesses and help develop marketing strategies for metaverse. This study aims to investigate the impact of the Technology Acceptance Model (TAM) dimensions and social influence on the intention of consumers living in Turkey to use metaverse technologies. For this purpose, 201 people were surveyed and the data were tested with structural equation modeling. In the study, the Technology Acceptance Model (TAM) was used to determine the factors affecting the use of metaverse technologies. According to the research findings, perceived ease of use positively affects perceived usefulness and attitude towards metaverse. In addition, perceived usefulness positively affects attitude towards metaverse, while attitude towards metaverse and social influence positively affect intention to use metaverse technologies. It is aimed that the research findings will expand the metaverse marketing literature and guide marketing practitioners.

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