IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v71y2022ics0160791x22002615.html

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X22002615
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2022.102120?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Sarv Devaraj & Robert F. Easley & J. Michael Crant, 2008. "Research Note ---How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use," Information Systems Research, INFORMS, vol. 19(1), pages 93-105, March.
    2. Merhi, Mohamed & Hone, Kate & Tarhini, Ali, 2019. "A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust," Technology in Society, Elsevier, vol. 59(C).
    3. Escobar-Rodríguez, T. & Carvajal-Trujillo, E., 2014. "Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model," Tourism Management, Elsevier, vol. 43(C), pages 70-88.
    4. Gansser, Oliver Alexander & Reich, Christina Stefanie, 2021. "A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application," Technology in Society, Elsevier, vol. 65(C).
    5. Sang-Gun Lee & Silvana Trimi & Won Byun & Mincheol Kang, 2011. "Innovation and imitation effects in Metaverse service adoption," Service Business, Springer;Pan-Pacific Business Association, vol. 5(2), pages 155-172, June.
    6. Benlian, Alexander & Hess, Thomas, 2010. "Does personality matter in the evaluation of ERP systems? Findings from a conjoint study with IS purchasing managers," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 57928, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    7. Ong, Ardvin Kester S. & Kurata, Yoshiki B. & Castro, Sophia Alessandra D.G. & De Leon, Jeanne Paulene B. & Dela Rosa, Hazel V. & Tomines, Alex Patricia J., 2022. "Factors influencing the acceptance of telemedicine in the Philippines," Technology in Society, Elsevier, vol. 70(C).
    8. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    9. Perdana, Arif & Mokhtar, Intan Azura, 2022. "Seniors’ adoption of digital devices and virtual event platforms in Singapore during Covid-19," Technology in Society, Elsevier, vol. 68(C).
    10. Manjari Soni & Kokil Jain & Bhawna Kumar, 2019. "Factors affecting the adoption of fashion mobile shopping applications," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(4), pages 358-376, October.
    11. Khan, Ikram Ullah, 2022. "How does culture influence digital banking? A comparative study based on the unified model," Technology in Society, Elsevier, vol. 68(C).
    12. Albanna, Hanaa & Alalwan, Ali Abdallah & Al-Emran, Mostafa, 2022. "An integrated model for using social media applications in non-profit organizations," International Journal of Information Management, Elsevier, vol. 63(C).
    13. Abumalloh, Rabab Ali & Asadi, Shahla & Nilashi, Mehrbakhsh & Minaei-Bidgoli, Behrouz & Nayer, Fatima Khan & Samad, Sarminah & Mohd, Saidatulakmal & Ibrahim, Othman, 2021. "The impact of coronavirus pandemic (COVID-19) on education: The role of virtual and remote laboratories in education," Technology in Society, Elsevier, vol. 67(C).
    14. Sung S. Kim & Naresh K. Malhotra & Sridhar Narasimhan, 2005. "Research Note—Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison," Information Systems Research, INFORMS, vol. 16(4), pages 418-432, December.
    15. Epting, Shane, 2021. "Vulnerable groups, virtual cities, and social isolation," Technology in Society, Elsevier, vol. 67(C).
    16. Alalwan, Ali Abdallah & Baabdullah, Abdullah M. & Rana, Nripendra P. & Tamilmani, Kuttimani & Dwivedi, Yogesh K., 2018. "Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust," Technology in Society, Elsevier, vol. 55(C), pages 100-110.
    17. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.
    18. Liao, Chechen & Palvia, Prashant & Lin, Hong-Nan, 2006. "The roles of habit and web site quality in e-commerce," International Journal of Information Management, Elsevier, vol. 26(6), pages 469-483.
    19. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ho, Shirley S. & Cheung, Justin C., 2024. "Trust in artificial intelligence, trust in engineers, and news media: Factors shaping public perceptions of autonomous drones through UTAUT2," Technology in Society, Elsevier, vol. 77(C).
    2. Khan, Ikram Ullah, 2022. "How does culture influence digital banking? A comparative study based on the unified model," Technology in Society, Elsevier, vol. 68(C).
    3. Tsai, Pei-Hsuan & Tang, Jia-Wei & Ou, Mei-Ling, 2024. "Applying the extended UTAUT-2 to assess the factors contributing to consumers’ usage intention towards over-the-top video streaming platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Tzu-Hsin Chu & Cheng-Min Chao & Hsieh-Hsi Liu & Der-Fa Chen, 2022. "Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators," SAGE Open, , vol. 12(4), pages 21582440221, December.
    5. Lee, Kyootai & Yan, Aihua & Joshi, Kailash, 2011. "Understanding the dynamics of users’ belief in software application adoption," International Journal of Information Management, Elsevier, vol. 31(2), pages 160-170.
    6. Juying Wang & Xuelei Lian & Xin Qi, 2025. "Understanding consumers’ willingness to accept digital exhibitions in the metaverse: evidence from China," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-17, December.
    7. Huang, Tony Cheng-Kui & Wu, Ing-Long & Chou, Chih-Chung, 2013. "Investigating use continuance of data mining tools," International Journal of Information Management, Elsevier, vol. 33(5), pages 791-801.
    8. Chen, Xiayu & Huang, Qian & Davison, Robert M., 2017. "The role of website quality and social capital in building buyers’ loyalty," International Journal of Information Management, Elsevier, vol. 37(1), pages 1563-1574.
    9. Suhail, Faisal & Adel, Mouhand & Al-Emran, Mostafa & AlQudah, Adi Ahmad, 2024. "Are students ready for robots in higher education? Examining the adoption of robots by integrating UTAUT2 and TTF using a hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 77(C).
    10. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    11. Elena Higueras-Castillo & Vedant Singh & Virender Singh & Francisco Liébana-Cabanillas, 2024. "Factors affecting adoption intention of electric vehicle: a cross-cultural study," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(11), pages 29293-29329, November.
    12. Mohamad, Ibrahim & Hughes, Laurie & Alalwan, Ali Abdallah & Malik, Tegwen & Dwivedi, Yogesh K., 2026. "Examining the factors influencing citizen adoption of e-government chatbot services in Jordan: A longitudinal survey study," Technological Forecasting and Social Change, Elsevier, vol. 222(C).
    13. Chang, Yu-Wei & Chen, Jiahe, 2021. "What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Amoroso, Donald L. & Ackaradejruangsri, Pajaree, 2024. "Going cashless in Japan: Using exchange benefit and cost approach to study continuance intention of mobile wallet," Technology in Society, Elsevier, vol. 78(C).
    15. Geer Teng & Haiyan Guo & Zhigang Li & Jin Xiao & Xiaohong Song, 2025. "The Use Behavior of Farmers’ Short-Form Video Marketing of Agricultural Products From the Perspective of Government Trust," SAGE Open, , vol. 15(3), pages 21582440251, August.
    16. Jankit Chotigo & Yasuo Kadono, 2021. "Comparative Analysis of Key Factors Encouraging Food Delivery App Adoption Before and During the COVID-19 Pandemic in Thailand," Sustainability, MDPI, vol. 13(8), pages 1-25, April.
    17. Kuttimani Tamilmani & Nripendra P. Rana & Yogesh K. Dwivedi, 0. "Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT2," Information Systems Frontiers, Springer, vol. 0, pages 1-19.
    18. de Blanes Sebastián, María García & Antonovica, Arta & Sarmiento Guede, José Ramón, 2023. "What are the leading factors for using Spanish peer-to-peer mobile payment platform Bizum? The applied analysis of the UTAUT2 model," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    19. Ashraf, Mohammad Ali & Alam, Mirza Mohammad Didarul & Alexa, Lidia, 2021. "Making decision with an alternative mind-set: Predicting entrepreneurial intention toward f-commerce in a cross-country context," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    20. Giacomo Migliore & Ralf Wagner & Felipe Schneider Cechella & Francisco Liébana-Cabanillas, 2022. "Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory," Information Systems Frontiers, Springer, vol. 24(6), pages 2099-2122, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22002615. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/technology-in-society .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.