USER ACCEPTANCE OF VIRTUAL COMMERCE ON METAVERSE INSIGHTS FROM INNOVATION DIFFUSION THEORY (IDT) AND TECHNOLOGY ACCEPTANCE MODEL

Yıl 2024, Cilt: 11 Sayı: 24, 23 - 42, 27.04.2024

Ayben Ceyhan Günay , Yavuz Toraman

https://doi.org/10.58884/akademik-hassasiyetler.1345212

Öz

In recent years, technological advancements have also influenced consumer behavior. One of the most significant developments in this regard is the metaverse. The metaverse, which has frequently captured the interest of experts, is a technological system that forms the basis of the current research. In this context, the present study examines the factors that affect the intention to use and acceptance of the metaverse system. The study constructs a research model using the Innovation Diffusion Theory (IDT) and the Technology Acceptance Model (TAM) to investigate user acceptance of conducting e-commerce activities within the metaverse system. Within this framework, structural equation modeling has been utilized to explain the acceptance of usage by potential metaverse users. The proposed research model has been analyzed using the Smart PLS 3 software package.
Among the independent variables of the research, a positive and significant relationship has been found between relative advantage as a mediator and the main variables of TAM. However, no significant relationship has been identified between complexity, another independent variable, and the main variables of TAM. Additionally, a significant relationship has been established between perceived compatibility and perceived ease of use. In this context, from a consumer perspective, when evaluated experientially (effort expended), the shopping experience in the metaverse system shows similarities with physical shopping, while no relationship has been found in terms of performance. The most significant contribution of the research to the literature is that attitude and intention, which are the most important antecedents of active usage of metaverse systems, exhibit a positive and significant relationship with all the variables in the relationship.

Anahtar Kelimeler

Metaverse, Innovation Diffusion Theory, Technology Acceptance Model, E-commerce, Digital Marketing

METAVERSE’TE SANAL TİCARETİN KULLANICI KABULÜ: YENİLİKLERİN YAYILMASI TEORİSİ (YYT) VE TEKNOLOJİ KABUL MODELİ (TKM) ÇERÇEVESİNDE İNCELENMESİ

Öz

Son yıllarda teknolojideki gelişmeler tüketici davranışını da etkilemektedir. Söz konusu teknolojik gelişmelerden en önemlilerinden biri de metaverse’tür. Uzmanlar tarafından sıklıkla merak konusu olan metaverse, mevcut araştırmanın temelini oluşturan teknolojik sistemdir. Bu bağlamda mevcut çalışma, metaverse sistemini kullanma niyetini ve kabulünü etkileyen faktörleri incelemektedir. Çalışmada, yeniliklerin yayılması teorisi (YYT) ve teknoloji kabul modeli (TKM) kullanılarak bir araştırma modeli oluşturulmuş ve metaverse sisteminde e-ticaret faaliyetlerinin gerçekleştirilmesinin kullanıcı kabulü incelenmiştir. Bu bağlamda yapısal eşitlik modellemesi ile potansiyel metaverse kullanıcıları tarafından kullanımın kabulü açıklanmaya çalışılmıştır. Önerilen araştırma modeli Smart PLS 3 paket programı ile analiz edilmiştir.
Araştırmanın bağımsız değişkenlerinden göreceli avantajın aracı TKM’nin ana değişkenleriyle arasında pozitif ve anlamlı bir ilişki bulunmuştur. Fakat diğer bir bağımsız değişken olan karmaşıklık ile TKM’nin ana değişkenleriyle arasında anlamlı bir ilişki bulunamamıştır. Ayrıca algılanan uyumluluk ile algılanan kullanım kolaylığı arasında anlamlı bir ilişki bulunmuştur. Bu kapsamda tüketici açısından deneyimsel olarak (harcanan çaba) değerlendirildiğinde fiziksel alışverişle metaverse sistemindeki alışveriş deneyimi benzerlik gösterirken, performans açısından bir ilişki bulunamamıştır. Metaverse sistemlerinin aktif kullanımının en önemli öncülleri olan tutum ve niyetin, ilişkide olduğu değişkenlerin tamamıyla pozitif ve anlamlı bir ilişki içinde olması ise araştırmanın literatüre en önemli katkısıdır.

Anahtar Kelimeler

Metaverse, Yeniliklerin Yayılması Teorisi, Teknoloji Kabul Modeli, E-Ticaret, Dijital Pazarlama

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