Understanding consumers’ willingness to accept digital exhibitions in the metaverse: evidence from China

The metaverse is reshaping the digital commerce landscape, with digital exhibitions emerging as a novel form of marketing engagement. Despite growing academic interest in immersive technologies, existing research has largely focused on general consumer interactions within virtual environments, with limited attention to context-specific applications such as digital exhibitions. This study addresses this gap by examining the key factors influencing consumers’ willingness to engage with digital exhibitions in the metaverse. Employing a mixed-methods approach, this research commenced with a qualitative phase, in which 20 in-depth interviews were conducted. Insights from these interviews facilitated the expansion of the unified theory of acceptance and use of technology 2 (UTAUT2) model, which served as the theoretical framework for this investigation. An online survey was subsequently administered to Chinese consumers, from which 283 valid responses were collected. The data analysis utilized partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA), revealing the following findings: 1) effort expectancy and the trust-risk relationship significantly impact consumers’ willingness to accept digital exhibitions; 2) electronic word of mouth significantly mediates the relationships among performance expectancy, effort expectancy, social influence, hedonic motivation, and behavioural intention, underscoring its importance; and 3) high performance and social needs orientation as well as trust-related ease of use and hedonic orientation constitute the two principal configurational pathways leading to heightened behavioural intention. This study extends the UTAUT2 model to the emerging context of metaverse-based digital exhibitions, offering a refined framework for understanding consumer acceptance in immersive environments. The findings provide actionable insights for designers and marketers aiming to enhance user engagement, build trust, and strategically leverage social influence within digital exhibition—an area of increasing relevance in the digital economy.