Consumers’ willingness to use the Metaverse for information search: An investigation of the underlying mechanism and critical determinants

Abstract

This study first develops a multidimensional metaverstic experience perceptions scale by identifying four components – social interaction, spatial interaction, customized avatar embodiment, and immersion – as the most critical features of customers’ metaverstic experiences. Afterwards, it explores a theoretical model that identifies the critical determinants of consumers’ willingness to use the Metaverse for hotel information search. The proposed model suggests that a cognitive appraisal process underlies consumers’ adoption of the Metaverse for information search. The findings indicate that metaverstic experience perceptions and hedonic motivation positively impact perceived Metaverse pertinence for information search. Similarly, metaverstic experience perceptions and social influence significantly affect perceived Metaverse self-efficacy. Both Metaverse pertinence and self-efficacy serve as critical determinants of emotional responses. These emotional responses determine consumers’ willingness to adopt the Metaverse for information search and their attitudes to engaging with companies that employ the Metaverse.