Do small- and medium-sized companies intend to use the Metaverse as part of their strategy? A behavioral intention analysis

Abstract

PurposeThe purpose of the research is to analyze the factors that determine the intention of small- and medium-sized enterprises (SMEs) to adopt the Metaverse. For this purpose, the analysis of the effort expectancy and performance expectancy of the constructs in relation to business satisfaction is proposed.Design/methodology/approachThe analysis was performed on a sample of 182 Spanish SMEs in the technology sector, using a PLS-SEM approach for development. For the confirmation of the model and its results, an analysis with PLSpredict was performed, obtaining a high predictive capacity of the model.FindingsAfter the analysis of the model proposed in this research, it is recorded that the valuation of the effort to be made and the possible performance expected by the companies does not directly determine the intention to use immersive technology in their strategic behavior. Instead, the results obtained indicate that business satisfaction will involve obtaining information, reducing uncertainty and analyzing the competition necessary for approaching this new virtual environment.Originality/valueThe study represents one of the first approaches to the intention of business behavior in the development of performance strategies within Metaverse systems. So far, the literature has approached immersive systems from perspectives close to consumer behavior, but the study of strategic business behavior has been left aside due to the high degree of experimentalism of this field of study and its scientific approach. The present study aims to contribute to the knowledge of the factors involved in the intention to use the Metaverse by SMEs interested in this field.

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“…The studies by Alhajri and Aloud (2024) and Gil-Cordero et al (2024) emphasise the importance of innovation and digital technologies in addressing societal concerns while maintaining economic viability. Bowen and Morris (2024) suggest doing an analysis of the determinants influencing the inclination of SMEs to embrace the Metaverse.…”

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“…Gil-Cordero et al [18] conducted valuable research on the factors that determined the intentions of 182 Spanish small and medium-sized enterprises (SMEs) to adopt the metaverse and observed that the intention of business behavior is influenced by business satisfaction, which has the potential to reduce uncertainty in a virtual environment. Therefore, the relationship between intention and uncertainty in the metaverse can be mediated by satisfaction.…”

UTAUT Model Mediated by Government Information System to the Intention to Use of Indonesian Local Government

“…The performance of e-government has to deal with the availability of several important factors such as political, social, economic and technological elements for e-government (Trilestari et al, 2024). While Gil-Cordero, et al, (2023) showed that the success of e-government implementation depends on government systems, technology, security, economic wealth, and public-private sector partnerships.…”

“…Given that e-government is an important area in information technology innovation and information system innovation, the government has sought to incorporate e-government into existing information system applications and government (Gil-Cordero et al, 2023).…”

“…The use of information systems continues to be used as a dependent variable in a number of empirical studies (Mensah & Mwakapesa, 2023) and take new importance in the measurement of the success of Internet-based systems, where the use of voluntary systems, the use of systems and alternative intentions to use are still considered important measures of success of information systems. Gil-Cordero et al, (2023) argued that use and intent to use are alternatives in their model, and that intent to use may be a more acceptable variable in the context of mandatory use. The impact of perceived usability on the intention to use a system will be higher for individuals who are innovative and have a high tolerance for uncertainty (Wu & Liu, 2023).…”