Breaking into the black box of consumers’ perceptions on metaverse commerce: An integrated model of UTAUT 2 and dual-factor theory

The advent of the metaverse has unveiled new promises for the retailing industry, yet little empirical research has explored the factors influencing consumer adoption intention in this context. This study aims to fill this gap by employing an integrated model of UTAUT 2 - “The Unified Theory of Acceptance and Use of Technology 2”, and Dual-factor Theory to investigate both barriers and enablers in metaverse commerce adoption. Using a sample size of 567 respondents, the data analysis method employed in this study is Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results reveal the driving factors affecting consumer adoption intention in metaverse commerce. The study identifies…