Digital daydreams: Exploring consumer motivations for engaging with the metaverse

Abstract

The metaverse is rapidly emerging as a transformative digital technology with significant implications for consumer behavior and marketing strategies. However, there is insufficient knowledge about the factors that can motivate or prevent consumers from adopting the metaverse. Addressing this gap, this study employs Behavioral Reasoning Theory (BRT) and Technology Readiness frameworks to investigate the dual forces of motivation and resistance that shape metaverse adoption. This research used a mixed-methods approach, which consisted of in-depth interviews with 48 industry experts to determine the ‘reasons for’ and ‘reasons against’ metaverse adoption, which were then validated through a survey of 771 consumers. The findings reveal that positive motivators like haptic imagery, convenience, trend affinity, and relative advantage significantly enhance consumer attitudes. Meanwhile, barriers like privacy concerns, financial concerns, risk of malfunctions, and perceived performance risks are negative influencers. Results also show that technology readiness is a crucial determinant, with optimism and innovativeness promoting adoption and discomfort and insecurity deterring it. This study contributes to the metaverse adoption literature by examining consumer attitudes' role in shaping adoption intentions and engagement, an area that has received relatively limited attention. The findings offer actionable strategies for practitioners to navigate consumer hesitations and unlock the metaverse's potential as a next-generation interaction, innovation, and commerce platform.