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An innovation resistance theory perspective on metaverse NFTs: The moderating effect of metaverse usage motivation

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  • Yu, Heeseung

Abstract

This study uses innovation resistance theory (IRT) to investigate why metaverse users are hesitant to purchase metaverse NFTs. We also broaden the theory further by exploring the moderating role of metaverse usage motivation (communication, experience of new worlds, self-expression, and economic activity). As part of the study, data were collected from 500 metaverse users through an online survey. Subsequently, to verify the hypotheses of the study, structural equation modeling (SEM) was carried out using AMOS software, and the moderating effect was verified using SPSS Process Macro Model 1. The results of the study suggest that usage, value, risk, tradition, and image barriers had a significant negative effect on purchase intention of metaverse NFTs. In addition, the findings of this study discuss various moderating effects of metaverse usage motivation on the relationship between them. So, these results are expected to provide a theoretical framework for future IRT research. They also provide effective marketing communication strategies for metaverse platform practitioners and marketers by verifying users' innovation resistance to NFTs, which may become the basis for a major economic system in the metaverse in the future.

Suggested Citation

  • Yu, Heeseung, 2025. "An innovation resistance theory perspective on metaverse NFTs: The moderating effect of metaverse usage motivation," Technology in Society, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:teinso:v:82:y:2025:i:c:s0160791x25001319
    DOI: 10.1016/j.techsoc.2025.102941
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