Exploring the Integration of Metaverse Technology into Marketing strategy: A Technology Acceptance Framework Analysis

Abstract

The advancement of metaverse technology provide marketers an important prospect towards transforms their methods, however, its acceptance is yet restricted. To tackle this matter, this study investigates how marketing strategy strength metaverse technology through using Technology Acceptance Framework. A sample of 721 was used to examine the results which is collected by using questionnaires survey, a most important method to collect the opinion and views of people. This study used Structural Equation Modeling (SEM) through Smart PLS and Statistical Package for the Social Sciences (SPSS). Results of the study highlighted that perceived utility, perceived comfort of use, and perceived curiosity—that disturb marketers' embracing of metaverse technology. This research administers how to improve the dealers' longing to use metaverse technology. Results show a strong beneficial relationship between smart marketing contests and consumers' subjective pleasure perceptions in virtual worlds. Businesses may improve user happiness by highlighting components like customization, immersion, and engagement.