Embracing the new reality: Gen Y’s intention to use metaverse apps and devices

The purpose of this study is to investigate Generation Y’s intention to use metaverse Apps and devices in the context of the emerging markets. In doing so, by considering the Technology Acceptance Model (TAM), this research delves into the relationships between the intention to use metaverse apps and devices, the sense of presence, perceived attributes of ease of use, usefulness, enjoyment, and personal innovativeness. A self-administered survey questionnaire was designed to collect the data from Gen Y which yielded 205 valid responses. The research model was evaluated using two approaches: partial least squares-structural equation modeling (PLS-SEM) as a symmetric approach, and fuzzy set qualitative comparative analysis (fsQCA) as an asymmetric approach. The findings from PLS-SEM emphasize the positive effects of perceived enjoyment (PE), personal innovativeness in information technology (PIIT), perceived usefulness (PU), and perceived ease of use (PEU) on immersion and the sense of presence. Furthermore, it identified the mediating role of immersion and presence between PE, PIIT, PEU, PU, and intention to use metaverse apps and devices. The fsQCA analysis uncovers two distinct combinations of factors that elucidate high intention to use metaverse apps and devices. Among these, perceived enjoyment (PE) emerges as the most pivotal factor influencing heightened intention. This study is the first to explore Gen Y’s intention to adopt metaverse apps and devices. The findings from this study will provide useful insights to the metaverse companies and internet companies about how to encourage the young consumer to participate in metaverse world.