EconPapers    
Economics at your fingertips  
 

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

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

Technology in Society, 2022, vol. 71, issue C

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.

Keywords: Metaverse; Social sustainability; UTAUT2; Big five personality traits; SEM-ANN (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160791X22002615
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22002615

DOI: 10.1016/j.techsoc.2022.102120

Access Statistics for this article

Technology in Society is currently edited by Charla Griffy-Brown

More articles in Technology in Society from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

 
Page updated 2022-11-10
Handle: RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22002615