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Technology 4.0 comes with a challenge to understand the degree of users’ willingness to adopt a digital transformation. Metaverse, being a digital transformation, enables real-world activities in the virtual environment, which attracts organizations to adopt the new fascinating technology. This paper thus explores the uses and gratification factors affecting user adoption and recommendation of metaverse from the management perspective.

The study adopts a mixed approach where structural topic modeling is used to analyze tweets about the metaverse, and the themes uncovered from structural topic modeling were further analyzed through data collection using structural equation modeling.

The analyses revealed that social interaction, escapism, convenient navigability, and telepresence significantly affect adoption intent and recommendation to use metaverse, while the trendiness showed insignificance. In the metaverse, users can embody avatars or digital representations, users can express themselves, communicate nonverbally, and interact with others in a more natural and intuitive manner.

This paper contributes to research as it is the first of its kind to explore the factors affecting adoption intent and recommendation to use metaverse using Uses and Gratification theory in a mixed approach. Moreover, the authors performed a two-step study involving both qualitative and quantitative techniques, giving a new perspective to the metaverse-related study.

The Metaverse is an immersive virtual world where individuals interact with each other using an avatar. The Metaverse is promised to offer several potentials for different sectors. While the Metaverse promotes innovative interaction between individuals (e.g. learners), there is a scarcity of knowledge on what influences its acceptance and use in higher educational institutions (HEIs), particularly in developing countries. Thus, this paper aims to identify the factors that affect the users' intentions toward Metaverse technology for educational purposes in the HEIs in Jordan.

A study model was created by incorporating variables from the unified theory of acceptance and use of technology (UTAUT) (performance expectancy, PE; effort expectancy, EE; social influence, SI; and facilitating conditions, FC) and information system success (ISS) model (user satisfaction, SAT; system quality, SQ; service quality, SVQ and information quality, IQ) with perceived curiosity (PC) and hedonic gratification (HG) constructs. Both PC and HG were added as context-related factors that could contribute to improving the applicability of UTAUT and ISS to a wide range of technology use contexts. Data were gathered from 441 Jordanian university students using an online questionnaire.

The analysis of the structural model revealed that users' behavioural intentions toward using Metaverse were significantly affected by user satisfaction (SAT), performance expectancy (PE), facilitating conditions (FC) and hedonic gratification (HG). Also, information quality (IQ) and services quality (SVQ) were revealed to have a significant influence on user satisfaction. Likewise, the results illustrated a significant impact of systems quality (SQ), information quality (IQ) and service quality (SVQ) on PE. Lastly, a significant effect of PC on the EE factor was found.

This study will shed light on a number of practical implications for developers, designers, service providers and decision-makers supporting the acceptance and adoption of the Metaverse technology in the educational context. Also, it will contribute to developing the right strategies, and Metaverse content which will draw the attention of learners.

As per the surveyed literature and the researcher's prior knowledge, this is one of the first studies that integrate the UTAUT model, ISS model and two contextual factors (PC and HG) besides testing the proposed model in a developing country (Jordan). This paper is one of the few in which the individuals' acceptance behaviour of Metaverse technology was examined in the HEIs context.

This study aims to present recent trends in touchscreen research through scientometric analysis. Devices with touchscreen are powerful tools for performing specialized operations. The touch screens of tablets, smartphones, laptops and television play an important role in teaching, learning and research.

The data was collected from Web of Science database from 2011 to 2021 and analysed using MS-Excel and VOSviewer software. After analysing 389 research papers, the authors identified the high impact journals, collaboration of countries, institutions, authors and growth trend of publications. Analysing the most used keywords, country-wise distribution of publications and research collaboration between institutions will help interpret the research trends in the selected time span.

The publications show an increase in number over the years from 2011 to 2021. Among the countries, USA has the highest number of 127 articles published, followed by England (61) and Canada (30). The results showed that the multiple authorship pattern in touchscreen publication is high when compared to single authors. The institutional analysis indicated that the organizations publishing more than five documents in the area were mostly from United Kingdom, Australia, USA and Korea. Timeline visualizations identified prominent keywords like touchscreen, performance, operant platform, Alzheimer’s disease, etc. in the subject. Interdisciplinary research is dominant in the subject, as seen from the most preferred journals and keywords.

The analysis does not include a comprehensive coverage of the research output, as only Web of Science database from 2011 to 2021 in a 10-year period is included.

The study would benefit stakeholders, including manufacturers and researchers alike, to know the future of touchscreen research.

This study is pertinent to socio-psychological fields because touchscreen technology encourages social connection among older persons and may help foster early literacy skills.

This paper will provide an understanding of the global developments in touchscreen research with recommendations for future research.

This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda.

A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles.

Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework.

The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration.

The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.

Este artículo revisa la literatura existente sobre la evaluación de los consumidores de productos en Realidad Virtual, proporciona una visión precisa de este campo, sistematiza el conocimiento desarrollado hasta el momento, identifica las lagunas en la investigación y propone una agenda de investigación futura.

Se realizó una revisión sistemática de la literatura en Scopus y Web of Science, que dio como resultado un conjunto final de 31 artículos.

Se identificaron cuatro temas principales y se propone una agenda de investigación detallada basada en las conclusiones y siguiendo el marco Teoría, Contexto, Características, Metodología.

La provisión de criterios formales de inclusión y exclusión puede haber dado lugar a artículos adicionales potencialmente relevantes no indexados en el conjunto de datos considerado.

El artículo destaca cómo se perciben los productos en la Realidad Virtual, las respuestas de los consumidores, las peculiaridades de la Realidad Virtual en comparación con otras condiciones y la Realidad Virtual como entorno de prueba de productos. Esta parece representar la primera revisión sistémica que se centra exclusivamente en cómo los consumidores evalúan los productos en la Realidad Virtual. Los resultados conducen a una amplia propuesta de direcciones para futuras investigaciones que puedan ampliar los conocimientos sobre la Realidad Virtual en el marketing. Las implicaciones prácticas se refieren al uso de la Realidad Virtual para diseñar estrategias de producto y como entorno de prueba y creación de prototipos.

本文回顾了现有的关于消费者对虚拟现实产品评价的文献, 提供了这个领域的准确概述, 系统化了迄今为止的知识, 确定了研究差距, 并提出了一个未来的研究议程。

在Scopus和Web of Science上进行了系统的文献综述, 最终形成了31篇文章的资料库。

确定了四个主要的主题, 并根据研究结果, 按照理论、背景、特征、方法框架提出了详细的研究议程。

提供正式的纳入和排除标准可能会导致更多潜在的相关文章没有被收录到所考虑的数据集中。

文章强调了产品在虚拟现实中是如何被感知的, 消费者的反应, 与其他条件相比虚拟现实的特殊性, 以及虚拟现实作为产品测试环境。这似乎代表了第一个只关注消费者如何在虚拟现实中评估产品的系统性评论。研究结果为未来的研究方向提出了一个广泛的建议, 可以扩展营销中的虚拟现实知识。实际意义在于使用虚拟现实技术来设计产品策略, 并作为测试和原型设计环境。

Given the growth of virtual reality (VR)-based tourism experiences in the past five years, this study aims to investigate the impact of VR-based interactions (ergonomics and embodiment) on memorable experiences and revisit intention mediated by cognitive and emotional responses.

This study has used an exploratory sequential mixed methodology research design to operationalise this research. Study 1 uses qualitative in-depth interviews to explore the proposed research questions, and Study 2 uses a 3 × 3 factorial experimental research design to test the proposed hypothetical model with 355 samples.

The results indicate that embodiment plays a more crucial role than VR ergonomics. Also, the cognitive response in the virtual tour indirectly generates a more memorable experience than the emotional response.

This research uses the theory of technological mediation as an overarching framework to conceptualise the research. Also, the research has applied the tenets of cognitive embodiment theory, metacognitive theory and other related theories to develop the arguments. Thus, the results of this research will extend the holistic understanding of these theories.

This research will guide VR tourism developers in understanding the requirements and expectations of tourists. It also serves as a manual to understand how tourists process the VR tour psychologically.

Very minimal focus was given to understanding the tourists’ interaction with technology in VR tours. The concept of ergonomics and embodiment investigated as an experimental variable is a novel approach in technology-based tourism research.

Cloud computing originated in central data centers that are connected to the backbone of the Internet. The network transport to and from a distant data center incurs long latencies that hinder modern low-latency applications. In order to flexibly support the computing demands of users, cloud computing is evolving toward a continuum of cloud computing resources that are distributed between the end users and a distant data center. The purpose of this review paper is to concisely summarize the state-of-the-art in the evolving cloud computing field and to outline research imperatives.

The authors identify two main dimensions (or axes) of development of cloud computing: the trend toward flexibility of scaling computing resources, which the authors denote as Flex-Cloud, and the trend toward ubiquitous cloud computing, which the authors denote as Ubi-Cloud. Along these two axes of Flex-Cloud and Ubi-Cloud, the authors review the existing research and development and identify pressing open problems.

The authors find that extensive research and development efforts have addressed some Ubi-Cloud and Flex-Cloud challenges resulting in exciting advances to date. However, a wide array of research challenges remains open, thus providing a fertile field for future research and development.

This review paper is the first to define the concept of the Ubi-Flex-Cloud as the two-dimensional research and design space for cloud computing research and development. The Ubi-Flex-Cloud concept can serve as a foundation and reference framework for planning and positioning future cloud computing research and development efforts.

The metaverse, which is now revolutionizing how brands strategize their business needs, necessitates understanding individual opinions. Sentiment analysis deciphers emotions and uncovers a deeper understanding of user opinions and trends within this digital realm. Further, sentiments signify the underlying factor that triggers one’s intent to use technology like the metaverse. Positive sentiments often correlate with positive user experiences, while negative sentiments may signify issues or frustrations. Brands may consider these sentiments and implement them on their metaverse platforms for a seamless user experience.

The current study adopts machine learning sentiment analysis techniques using Support Vector Machine, Doc2Vec, RNN, and CNN to explore the sentiment of individuals toward metaverse in a user-generated context. The topics were discovered using the topic modeling method, and sentiment analysis was performed subsequently.

The results revealed that the users had a positive notion about the experience and orientation of the metaverse while having a negative attitude towards the economy, data, and cyber security. The accuracy of each model has been analyzed, and it has been concluded that CNN provides better accuracy on an average of 89% compared to the other models.

Analyzing sentiment can reveal how the general public perceives the metaverse. Positive sentiment may suggest enthusiasm and readiness for adoption, while negative sentiment might indicate skepticism or concerns. Given the positive user notions about the metaverse’s experience and orientation, developers should continue to focus on creating innovative and immersive virtual environments. At the same time, users' concerns about data, cybersecurity and the economy are critical. The negative attitude toward the metaverse’s economy suggests a need for innovation in economic models within the metaverse. Also, developers and platform operators should prioritize robust data security measures. Implementing strong encryption and two-factor authentication and educating users about cybersecurity best practices can address these concerns and enhance user trust.

In terms of societal dynamics, the metaverse could revolutionize communication and relationships by altering traditional notions of proximity and the presence of its users. Further, virtual economies might emerge, with virtual assets having real-world value, presenting both opportunities and challenges for industries and regulators.

The current study contributes to research as it is the first of its kind to explore the sentiments of individuals toward the metaverse using deep learning techniques and evaluate the accuracy of these models.

The purpose of this research was to explore the stickiness of players' motivation in a virtual community and to explore the important factors for gamers.

In this research, motivation was the independent variable; the virtual community was the mediator; and stickiness was the dependent variable. An online questionnaire survey was conducted, with users of augmented reality (AR) as the research objects. Statistical analysis was carried out using SPSS and AMOS software to verify the research model and research hypotheses, to understand the relation between player motivation and stickiness and to determine whether there were any changes in the virtual community.

The authors found that the relation between players' motivation in AR-based games and the virtual community had a significant positive impact. Ingress had a significant positive impact on the virtual community and stickiness, and Pokémon had a significant positive impact too. The virtual community of the Ingress game played a completely mediating role in motivation and stickiness, but the virtual community in Pokémon did not have a mediating effect.

The novel approach adopted in this study enabled us to determine the causal relation between player motivation, the virtual community and stickiness, on the basis of the theoretical framework formulated, and the latter was used to construct a path analysis model diagram. The correlation between motivation and the virtual community, between the virtual community and stickiness, and the causal relation between all three was verified. The study results and conclusions may help companies understand how to use virtual communities in AR games to improve stickiness and motivate gamers to continue playing.

This study aims to discuss the current context, scope and impacts of a metaverse in the hospitality and tourism industry. Although existing literature discussed the potentials of the metaverse in this context, the ways the metaverse work is still being defined and accessing a complete metaverse is still not yet possible. This existing knowledge will become increasingly sophisticated and complex as developments in the metaverse continue, eventually contributing to a knowledge gap in knowledge, and its implications in shaping how the future digital environment should take form.

This work is based on a critical reflection of the existing developments and applications of the metaverse. Drawing from authors’ experiences, and synthesis of existing works and narratives, this work discusses the applications of the metaverse, critical factors for considerations and applications of the metaverse and proposes the way forward for potential users.

The metaverse provides new opportunities for the hospitality and tourism industry but the impact of the technology may not be felt immediately. The real challenge lies in developing a responsible digital environment for users and suppliers. Although the aspects to be considered are many, a lack of preparedness is a great obstacle.

This paper provides a comprehensive evaluation of how the metaverse can be applied in the hospitality and tourism sector aiming to provide diverse stakeholders insights into the associated opportunities and pitfalls.

To the best of the authors’ knowledge, this paper is among the first attempts to critically reflect on the possibilities of the metaverse, and contributes to the discussion on the attributes of the metaverse for tourism and hospitality (e.g. SSIs, decentralization) and includes discussion on special needs users, sustainable usage and climate change, and presents several agendas for further actions.

The purpose of this paper is to evaluate undergraduate student perceptions about the application of immersive technologies for enhancing the student learning experience. This study assesses the viewpoints of students from varying multidisciplinary backgrounds about whether immersive technologies can enhance their learning experience and increase their level of engagement in the context of higher educational delivery.

The research used a case study methodology adopting a questionnaire-based research mixed methods approach. In total, 83 participants completed the questionnaire. The purpose of the research was to evaluate and interpret students’ perspectives at higher educational level about the use of immersive technologies towards enhancing their learning experience. There was also a focus on remote educational delivery due to the legacy of COVID-19.

The findings suggest that there is still more empirical work to be undertaken regarding the application of immersive technologies in higher education. The study revealed that there are immersive benefits though preference for face-to-face teaching remains popular. The negative connotations associated with immersive technology use in higher education, (e.g. virtual reality), such as cost of equipment and motion sickness, substantiates the themes identified in the academic literature.

The study explores a diversity of immersive technologies and their application in higher education (HE) contexts. Findings indicate that although there are acknowledged pedagogical benefits of immersive technology use in HE prevalent barriers remain that require further empirical research if immersive technology use is to be universally used in the sector.