The Metaverse: A Liquid Consumer Utopia A Journey Into Gen Z's Usage Intention Behavior Using the TRAM Model

Author's Department

Management Department

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https://doi.org/10.1002/cb.2443

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Dina H. Bassiouni, Hakim Meshreki

Document Type

Research Article

Publication Title

Journal of Consumer Behaviour

Publication Date

1-1-2024

doi

10.1002/cb.2443

Abstract

A utopian analytical lens is adopted in this research to explore metaverse usage intentions through an adaptation of the Technology Acceptance Model (TAM) and the Technology Readiness Index (TRI), within the TRAM framework. While most metaverse research has been qualitative and exploratory, this study employs a quantitative approach to unravel the terrain between the affective and cognitive scaffoldings influencing metaverse adoption within a developing country among one segment of its early adopters: Gen Z. By focusing on a region often overlooked in scholarly discourse, the research aims to broaden the applicability and relevance of the TRAM model. Findings reveal that for the metaverse to achieve widespread acceptance, it must offer an immersive and enjoyable experience. Optimism and perceived enjoyment emerge as crucial predictors of usage intention, while skepticism significantly diminishes enjoyment, presenting a barrier to adoption. This study underscores the critical interplay between TAM and TRI in understanding the metaverse acceptance, offering insights into the cognitive (utility) and affective (individual traits) dynamics that will shape the trajectory of this era's transformative technology.

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