Log Out or Stay Connected? Unveiling the Intention for Continuous Use in the Metaverse

• Published in: Studies in Computational Intelligence
• Main Author: Chong K.M.; Cham T.-H.; Lau E.; Wong B.K.M.; Syed Annuar S.N.
• Format: Book chapter
• Language: English
• Published: Springer Science and Business Media Deutschland GmbH 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85180907956&doi=10.1007%2f978-3-031-48397-4_1&partnerID=40&md5=df34705801f6edb8b335cfbd1fbb9078

Grounded on the S-O-R framework, this paper examines the impact of telepresence, interactivity, and social presence on users’ perceived enjoyment and value co-creation, which in turn, leads to continuous use intention. Moreover, the moderating effect of perceived trust is also examined in the interrelationship between perceived enjoyment, value co-creation, and continuous use intention. In this research, 400 responses were collected using a quantitative survey method with 352 valid responses, which were analyzed and interpreted. Structural equations modelling and bootstrapping were used to verify the hypotheses testing for the proposed model. The results showed that telepresence, interactivity, and social presence positively affected users’ continuous use intention in the metaverse. Perceived enjoyment and value co-creation have demonstrated a significant relationship with users’ continuous use intention in the metaverse. In addition, the moderating effect of users’ perceived trust has a significant relationship with perceived enjoyment and value co-creation to users’ continuous use intention in the metaverse. The study is one of the few that examines the impact of telepresence, interactivity, and social presence in addressing users’ perceived enjoyment and value co-creation through the metaverse. Future studies could consider using a qualitative approach to complement the quantitative findings and offer a more in-depth understanding of the continuous use intention. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2023.