User Acceptance of Metaverse: An Analysis for e-Commerce in the Framework of Technology Acceptance Model (TAM)

Year 2023, Volume: 31 Issue: 55, 85 - 104, 31.01.2023

Yavuz Toraman , Barış Batuhan Geçit

https://doi.org/10.17233/sosyoekonomi.2023.01.05

Cited By: 16

Abstract

The increase in technology has directed society to penetrate more towards electronic channels. Usage of the internet and e-commerce has been growing dramatically year by year. Thus, households’ daily life has become more digitalised, leading innovative entrepreneurs to find new technologies. Firstly, the World has seen the emergence of blockchain technologies in recent years. In the more recent period, terms like Metaverse and NFT became popular. This study aims to analyse Metaverse and NFT terms with Technology Acceptance Model, and accordingly, a structural equation analysis has been conducted via Smart PLS 3. According to the analysis results, Perceived compatibility, enjoyment, and trust have a significant and positive effect on perceived usefulness, the mediation effect has been accepted, and other hypotheses have been rejected. Afterwards, all these results were interpreted accordingly to the analysis.

Keywords

Metaverse, Non-Fungible Token (NFT), Technology Acceptance Model, Consumer Behaviour, e-Commerce, Last Mile Delivery, Blockchain

Metaverse Kullanıcı Kabulü: Teknoloji Kabul Modeli (TKM) Çerçevesinde e-Ticaret Üzerine Bir Analiz

Abstract

Teknolojinin gelişimi insanların elektronik kanallara yoğunlaşmasına neden olmuştur. İnternet kullanımı ve e-ticaret yıllar içinde gelişimini sürdürmektedir. Böylece günlük yaşam daha fazla dijitalleşmiş olup yenilikçi girişimcileri de yeni teknolojiler bulmaya yönlendirmektedir. İlk olarak dünya blokzincir teknolojileri ile tanışmıştır. Yakın bir zamanda ise Metaverse ve NFT gibi terimler popüler hale gelmiştir. Mevcut çalışma Metaverse ve NFT terimlerini TKM ile açıklamaya çalışmaktadır. Bu bağlamda Smart PLS 3 programı kullanılmıştır. Analiz sonuçlarına göre, algılanan uyumluluk, eğlence ve güvenin algılanan fayda üzerinde anlamlı ve pozitif bir etkiye sahip olup aynı zamanda aracılık etkisi kabul edilmiş diğer hipotezler ise reddedilmiştir. Sonrasında tüm sonuçlar analize uygun olarak yorumlanmıştır.

Keywords

Nitelikli Fikri Tapu (NFT), Teknoloji Kabul Modeli, Tüketici Davranışı, e-Ticaret, Son Adım Teslimat, Blokzincir, Metaverse

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