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Tourism in the digital frontier: a study on user continuance intention in the metaverse

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  • Hyeon Jo

    (HJ Institute of Technology and Management)

Abstract

In light of the burgeoning metaverse trend, this study seeks to explore the key factors influencing users’ continuance intention towards this emerging platform in the context of tourism. Leveraging a dataset from individuals experienced with the metaverse, this study applied structural equation modeling to examine the hypothesized relationships empirically. Contrary to conventional wisdom, this paper found that perceived ease of use does not significantly affect utilitarian benefits. However, perceived usefulness emerged as a crucial driver of these benefits. Further, perceived enjoyment was observed to exert a positive influence on hedonic benefits. Empirical analysis reveals that continuance intention is significantly swayed by utilitarian, hedonic, and symbolic benefits. As one of the first empirical studies in this field, this research presents both theoretical and practical insights that shed light on the dynamics of user behavior within the metaverse.

Suggested Citation

  • Hyeon Jo, 2023. "Tourism in the digital frontier: a study on user continuance intention in the metaverse," Information Technology & Tourism, Springer, vol. 25(3), pages 307-330, September.
    • Handle: RePEc:spr:infott:v:25:y:2023:i:3:d:10.1007_s40558-023-00257-w
    DOI: 10.1007/s40558-023-00257-w
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    1. Sergej Gričar & Violeta Šugar & Tea Baldigara & Raffaella Folgieri, 2023. "Potential Integration of Metaverse, Non-Fungible Tokens and Sentiment Analysis in Quantitative Tourism Economic Analysis," JRFM, MDPI, vol. 17(1), pages 1-18, December.

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