Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y
The Metaverse has rapidly emerged as a transformative technological frontier, accelerated by key events such as the COVID-19 pandemic and Facebook’s rebranding as Meta. However, the factors influencing Generation Y’s adoption of Metaverse services remain underexplored. This stu...
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| Format: | Article |
| Language: | English |
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IEEE
2025-01-01
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| Series: | IEEE Access |
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| Online Access: | https://ieeexplore.ieee.org/document/10974972/ |
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| author | Agnieszka Maria Koziel Chien-Wen Shen Irfandi Djailani Yen-Ling Chang |
| author_facet | Agnieszka Maria Koziel Chien-Wen Shen Irfandi Djailani Yen-Ling Chang |
| author_sort | Agnieszka Maria Koziel |
| collection | DOAJ |
| description | The Metaverse has rapidly emerged as a transformative technological frontier, accelerated by key events such as the COVID-19 pandemic and Facebook’s rebranding as Meta. However, the factors influencing Generation Y’s adoption of Metaverse services remain underexplored. This study investigates the psychological, motivational, and social drivers shaping Generation Y’s adoption intentions, positioning the Metaverse as a bridge between the pre-digital and post-digital eras. Applying the Decomposed Theory of Planned Behavior, the findings reveal that perceived behavioral control and attitude significantly influence adoption, highlighting the roles of self-efficacy, user confidence, and positive perceptions of the technology. In contrast, subjective norms, central to traditional adoption models, exert no significant effect, suggesting a generational shift toward digital autonomy. Based on a survey of 341 Generation Y respondents in Taiwan, the findings provide practical insights for developers to prioritize user-friendly interfaces, immersive features, and customization options. Marketers are advised to leverage influencer-driven strategies and personalized digital interactions. The research contributes to theoretical advancements by challenging established models, such as the Unified Theory of Acceptance and Use of Technology, and calls for further research on cross-cultural differences and digital communities. |
| format | Article |
| id | doaj-art-62fbc301194d4dfb8987036ff89d150e |
| institution | Kabale University |
| issn | 2169-3536 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | IEEE |
| record_format | Article |
| series | IEEE Access |
| spelling | doaj-art-62fbc301194d4dfb8987036ff89d150e2025-08-20T03:53:17ZengIEEEIEEE Access2169-35362025-01-0113784417846010.1109/ACCESS.2025.356375810974972Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation YAgnieszka Maria Koziel0https://orcid.org/0000-0003-0913-813XChien-Wen Shen1https://orcid.org/0000-0002-3792-0818Irfandi Djailani2https://orcid.org/0000-0001-9393-2242Yen-Ling Chang3Graduate College of Sustainability and Green Energy, National Central University, Taoyuan, TaiwanGraduate College of Sustainability and Green Energy, National Central University, Taoyuan, TaiwanDepartment of Business Administration, National Central University, Taoyuan, TaiwanDepartment of Business Administration, National Central University, Taoyuan, TaiwanThe Metaverse has rapidly emerged as a transformative technological frontier, accelerated by key events such as the COVID-19 pandemic and Facebook’s rebranding as Meta. However, the factors influencing Generation Y’s adoption of Metaverse services remain underexplored. This study investigates the psychological, motivational, and social drivers shaping Generation Y’s adoption intentions, positioning the Metaverse as a bridge between the pre-digital and post-digital eras. Applying the Decomposed Theory of Planned Behavior, the findings reveal that perceived behavioral control and attitude significantly influence adoption, highlighting the roles of self-efficacy, user confidence, and positive perceptions of the technology. In contrast, subjective norms, central to traditional adoption models, exert no significant effect, suggesting a generational shift toward digital autonomy. Based on a survey of 341 Generation Y respondents in Taiwan, the findings provide practical insights for developers to prioritize user-friendly interfaces, immersive features, and customization options. Marketers are advised to leverage influencer-driven strategies and personalized digital interactions. The research contributes to theoretical advancements by challenging established models, such as the Unified Theory of Acceptance and Use of Technology, and calls for further research on cross-cultural differences and digital communities.https://ieeexplore.ieee.org/document/10974972/Decomposed theory of planned behaviorgeneration Ymetaverseperceived enjoymentperceived behavioral control |
| spellingShingle | Agnieszka Maria Koziel Chien-Wen Shen Irfandi Djailani Yen-Ling Chang Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y IEEE Access Decomposed theory of planned behavior generation Y metaverse perceived enjoyment perceived behavioral control |
| title | Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y |
| title_full | Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y |
| title_fullStr | Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y |
| title_full_unstemmed | Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y |
| title_short | Beyond Social Norms: Psychological and Hedonic Drivers of Metaverse Adoption Among Generation Y |
| title_sort | beyond social norms psychological and hedonic drivers of metaverse adoption among generation y |
| topic | Decomposed theory of planned behavior generation Y metaverse perceived enjoyment perceived behavioral control |
| url | https://ieeexplore.ieee.org/document/10974972/ |
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