Metaverse through the integrated theoretical lenses of task technology fit theory, social capital theory, and social cognitive theory: the case of SMEs

Shavneet Sharma (), Gurmeet Singh (), Weng Marc Lim (), Asif Ali () and Rabinder Singh ()
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Shavneet Sharma: The University of the South Pacific
Gurmeet Singh: The University of the South Pacific
Weng Marc Lim: Sunway University Business School, Sunway University
Asif Ali: Central University of Jammu
Rabinder Singh: Central University of Jammu

Journal of Innovation and Entrepreneurship, 2025, vol. 14, issue 1, 1-22

Abstract: Abstract The rapid evolution of technology and the business landscape has introduced the Metaverse, a virtual realm with immense potential for transforming communication and collaboration. The pandemic accelerated the shift to online channels, making the Metaverse a crucial investment for businesses in the digital age. However, there remains a lack of understanding regarding how small and medium enterprises (SMEs) perceive the Metaverse. This study aims to bridge this gap by investigating the factors driving Metaverse adoption, using task-technology fit theory, social capital theory, and social cognitive theory. By analyzing data from 264 SMEs in Fiji, it was revealed that task-technology compatibility and social factors significantly influence the intention to adopt the Metaverse. Additionally, self-efficacy is critical in determining the performance outcomes associated with eventual adoption. These findings offer valuable insights for SMEs, policymakers, and platform developers in the post-pandemic landscape. Additionally, they support inclusive growth and partnerships for small island developing states like Fiji, contributing to the United Nations’ Sustainable Development Goals.

Keywords: Metaverse; Task technology fit theory; Social capital theory; Social cognitive theory; Small and medium enterprises (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1186/s13731-024-00445-w

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