Exploring users' fluidity and adaptation in virtual worlds: metaverse features and interaction of awe and realism

Abstract

Purpose

Metaverse technology has attracted much attention in many contexts, including industry, education, marketing and business. Some recent studies have focused on qualitative studies based on the actual definition of the metaverse. However, practical research related to metaverse platforms remains in its infancy. This study provides actionable insights into the determinants of metaverse adoption by using perceived fluidity.

Design/methodology/approach

A two-stage structural equation modeling (SEM) approach and Hayes’ Macro approach are used to examine the proposed hypotheses.

Findings

Results show that technology features (e.g. real-time rendering, interactivity and immersion) increase users’ perceived fluidity, which in turn leads to positive intentions to use the metaverse. A high level of perceived realism is not an advantage for metaverse technology and plays a negative moderating role in this mechanism. The interaction of awe with technological features can enhance the negative moderating effects of realism.

Originality/value

This study pioneers the examination of perceived fluidity as a key determinant of metaverse adoption, offering a novel perspective beyond traditional factors. It uniquely identifies the paradoxical role of perceived realism, demonstrating its potential negative impact on user experience. In addition, the research highlights the reinforcing effect of awe on this relationship.

Citation

Arghashi, V. (2024), "Exploring users' fluidity and adaptation in virtual worlds: metaverse features and interaction of awe and realism", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-05-2024-0303