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Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach

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  • Arpaci, Ibrahim
  • Karatas, Kasim
  • Kusci, Ismail
  • Al-Emran, Mostafa

Abstract

The Metaverse is an immersive virtual universe where users interact with each other using an avatar. The Metaverse is promised to offer numerous opportunities for many sectors. While the Metaverse promotes the social interaction between users, there is a scarcity of knowledge on what affects its social sustainability. Hence, this research develops a model by integrating the UTAUT2 constructs and big five personality traits to understand the social sustainability of the Metaverse. The model is tested by employing a hybrid covariance-based structural equation modeling (CB-SEM) and artificial neural network (ANN) approach based on collecting data from 446 Metaverse users. The CB-SEM results showed that performance expectancy, social influence, hedonic motivation, price value, habit, agreeableness, neuroticism, and openness significantly impact the social sustainability of the Metaverse, while no significant effect is reported regarding effort expectancy, facilitating conditions, conscientiousness, and extraversion. All these factors explained 80% of the variance in social sustainability. The ANN results showed that habit is the most important factor in predicting social sustainability. Drawing on these findings, the study offers several theoretical contributions and sheds light on several practical implications for developers, designers, and decision-makers promoting the use of the Metaverse.

Suggested Citation

  • Arpaci, Ibrahim & Karatas, Kasim & Kusci, Ismail & Al-Emran, Mostafa, 2022. "Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22002615
    DOI: 10.1016/j.techsoc.2022.102120
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    Cited by:

    1. Jafar, Rana Muhammad Sohail & Ahmad, Wasim & Sun, Yanming, 2023. "Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores," Technology in Society, Elsevier, vol. 74(C).
    2. Noor Irliana Mohd Rahim & Noorminshah A. Iahad & Ahmad Fadhil Yusof & Mohammed A. Al-Sharafi, 2022. "AI-Based Chatbots Adoption Model for Higher-Education Institutions: A Hybrid PLS-SEM-Neural Network Modelling Approach," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    3. 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.
    4. Ardvin Kester S. Ong & Josephine D. German & Anak Agung Ngurah Perwira Redi & Lara Nicole Z. Cordova & Franscine Althea B. Longanilla & Neallo L. Caprecho & Rocksel Andry V. Javier, 2023. "Antecedents of Behavioral Intentions for Purchasing Hybrid Cars Using Sustainability Theory of Planned Behavior Integrated with UTAUT2," Sustainability, MDPI, vol. 15(9), pages 1-24, May.
    5. Arpaci, Ibrahim, 2023. "Predictors of financial sustainability for cryptocurrencies: An empirical study using a hybrid SEM-ANN approach," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    6. Mohammad (Behdad) Jamshidi & Arash Dehghaniyan Serej & Alireza Jamshidi & Omid Moztarzadeh, 2023. "The Meta-Metaverse: Ideation and Future Directions," Future Internet, MDPI, vol. 15(8), pages 1-31, July.
    7. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U, 2023. "The voluntary green behavior in green technology innovation: The dual effects of green human resource management system and leader green traits," Journal of Business Research, Elsevier, vol. 165(C).

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