Is the future of the metaverse bleak or bright? Role of realism, facilitators, and inhibitors in metaverse adoption
研究基于行为推理理论，通过调查数据分析发现，感知真实性正向影响消费者对元宇宙的促进因素和态度，负向影响抑制因素；抑制因素比促进因素更能削弱消费者态度和采纳意愿。
The emergence of the metaverse has been considered a vital milestone in the digital world owing to its potential for relevant stakeholders. Nevertheless, it is struggling to proliferate at the introductory stage, yet it can be a contemporary avenue to influence consumer decisions. The existing body of knowledge offers limited insight regarding the metaverse , particularly from the lens of encouraging and discouraging reasons to adopt the metaverse. This research proposes a framework drawing on behavioral reasoning theory to resolve this anomaly. Respondents were approached through a survey, and data were analyzed using structural equation modeling to assess the developed research model and the proposed relationships. Results disclose that perceived realism positively influences “reasons for” (RFA, i.e., new social experience, new immersion experience, and new shopping experience) and consumers' attitudes, whereas it negatively affects consumer “reasons against” (RAA, i.e., perceived privacy, perceived strain, and perceived lack of control) for metaverse adoption. Interestingly, RAA strongly dissuade consumers' attitude and intention to adopt metaverse compared to the RFA; besides, these encouraging reasons do not exert a significant impact on consumers' intention. Perceived personal situation meaningfully moderates the impact of RAA and attitude on intention. This study offers a profound understanding of individuals' cognitive mechanisms for adopting metaverse and guides them to excavate further for more circumstantial acumens. Businesses and policymakers should consider said findings and implement a proactive approach to improve consumers' metaverse experience and resolve their concerns for a sustainable future.