Examining the factors fostering metaverse experience browser acceptance under unified theory of acceptance and use of technology (UTAUT)
Vol 8, Issue 3, 2024
VIEWS - 339 (Abstract) 203 (PDF)
Abstract
Metaverse technology has various uses in communication, education, entertainment, and other aspects of life. Consequently, it necessitates using some interactive mobile applications to enter the virtual world and gain real-time, face-to-face experiences, particularly among students. This research focused on the factors accelerating metaverse technology acceptance particularly, Metaverse Experience Browser application acceptance among the students under the factors proposed by the unified theory of acceptance and use of technology (UTAUT) model. Notably, lack of studies in metaverse browsers and their prevalence during the post pandemic era, indicates a strong literature gap. The researchers gathered data from n = 384 higher education students from the two cities in the United Arab Emirates and applied Structural Equation modelling (SEM) for data analysis. Results revealed that Performance Expectancy (p < 0.003) and Social Influence (p = 0.000) were significant factors affecting the Behavioral Intention of the students to consider Metaverse Experience Browser as an interactive mobile application. On the other hand, behavioural Intention significantly affects (p = 0.000) Effort Expectancy, which shows how fewer efforts and greater accessibility are associated with one’s behavioural Intention. Besides, the effect of Behavioral Intention (p = 0.000) on Metaverse Experience Browser acceptance also remained validated. Finally, Effort Expectancy (p = 0.000) also indicated its significant effect on the Metaverse Experience Browser. These results indicated that the factors proposed by UTAUT have greater applicability on the Metaverse Experience Browser as they showed their relevance to its acceptance. The present study concludes that the acceptance of Metaverse Experience Browser as an interactive mobile application is a level ahead in improving students’ experiences. Thus, the Metaverse Experience Browser is considered a modified way of creating, sharing, participating, and enjoying the virtual world, indicating its greater usage among students for different purposes, including education and learning.
Keywords
Full Text:
PDFReferences
Aburbeian, A. M., Owda, A. Y., & Owda, M. (2022). A Technology Acceptance Model Survey of the Metaverse Prospects. AI, 3(2), 285–302. https://doi.org/10.3390/ai3020018
Akour, I. A., Al-Maroof, R. S., Alfaisal, R., & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3, 100052. https://doi.org/10.1016/j.caeai.2022.100052
Aksar, I. A., Firdaus, A., & Pasha, S. A. (2022). Virtual vs. Real Self: Gendered Presentation and Everyday Performance of Virtual Selfhood—A Case Study of Pakistan. Journal of Communication Inquiry, 47(1), 84–114. https://doi.org/10.1177/01968599221089236
Al Arabiya. (2022). UAE sets up economy ministry in the metaverse. Al Arabiya English. Available online: https://english.alarabiya.net/News/gulf/2022/10/03/UAE-sets-up-economy-ministry-in-the-metaverse (accessed on 3 October 2022).
Alawadhi, M., Alhumaid, K., Almarzooqi, S., Aljasmi, S., Aburayya, A., Salloum, S. A., & Almesmari, W. (2023). Factors Affecting Medical Students’ Acceptance of the Metaverse System in Medical Training in the United Arab Emirates. South Eastern European Journal of Public Health. https://doi.org/10.56801/seejph.vi.310
Alfaisal, R., Hashim, H., & Azizan, U. H. (2022). Metaverse system adoption in education: a systematic literature review. Journal of Computers in Education. https://doi.org/10.1007/s40692-022-00256-6
Ali, S., Habes, M., Youssef, E., & Al Adwan, M. N. (2021). A Cross-Sectional Analysis of Digital Library Acceptance, and Dependency during Covid-19. International Journal of Computing and Digital Systems, 10(1), 1415–1425. https://doi.org/10.12785/ijcds/1001125
Aljumah, A. I., Nuseir, Mohammed. T., & Refae, G. A. E. (2022). The effect of sensory marketing factors on customer loyalty during Covid 19: Exploring the mediating role of customer satisfaction. International Journal of Data and Network Science, 6(4), 1359–1368. https://doi.org/10.5267/j.ijdns.2022.5.015
Almarzouqi, A., Aburayya, A., & Salloum, S. A. (2022). Prediction of User’s Intention to Use Metaverse System in Medical Education: A Hybrid SEM-ML Learning Approach. IEEE Access, 10, 43421–43434. https://doi.org/10.1109/access.2022.3169285
Amirulloh, M. F. N., & Mulqi, M. (2022). Know More Metaverse as The Technology of The Future. International Journal of Research and Applied Technology, 2(1), 174–177. https://doi.org/10.34010/injuratech.v2i1.6915
Ariani, D. N., Sumantri, M. S., & Wibowo, F. C. (2022). The Impact of Android Module-Based Inquiry Flipped Classroom Learning on Mathematics Problem Solving and Creative Thinking Ability. International Journal of Interactive Mobile Technologies (IJIM), 16(24), 32–46. https://doi.org/10.3991/ijim.v16i24.35749
Basurco-Reyes, D., Nuñez-Lopez, A., Sierra-Liñan, F., Zapata-Paulini, J., & Cabanillas-Carbonell, M. (2022). Mobile Application with Augmented Reality Focused on the Study of Human Anatomy. International Journal of Interactive Mobile Technologies (IJIM), 16(24), 47–58. https://doi.org/10.3991/ijim.v16i24.34709
Bibri, S. E., & Allam, Z. (2022). The Metaverse as a virtual form of data-driven smart cities: the ethics of the hyper-connectivity, datafication, algorithmization, and platformization of urban society. Computational Urban Science, 2(1). https://doi.org/10.1007/s43762-022-00050-1
Chen, Z. (2022). Exploring the application scenarios and issues facing Metaverse technology in education. Interactive Learning Environments, 1–13. https://doi.org/10.1080/10494820.2022.2133148
Cheng, R., Wu, N., Chen, S., & Han, B. (2022). Will Metaverse Be NextG Internet? Vision, Hype, and Reality. IEEE Network, 36(5), 197–204. https://doi.org/10.1109/mnet.117.2200055
Cheung, G. W., & Wang, C. (2017). Current Approaches for Assessing Convergent and Discriminant Validity with SEM: Issues and Solutions. Academy of Management Proceedings, 2017(1), 12706. https://doi.org/10.5465/ambpp.2017.12706abstract
ÇİZEL, B., SELÇUK, O., & ATABAY, E. (2020). A Systematic Review of Common Method Bias. Anatolia: Turizm Araştırmaları Dergisi, 31(1), 7–18. https://doi.org/10.17123/atad.713552
Contreras, G. S., González, A. H., Fernández, M. I. S., Cepa, C. B. M., & Escobar, J. C. Z. (2022). The Importance of the Application of the Metaverse in Education. Modern Applied Science, 16(3), 34. https://doi.org/10.5539/mas.v16n3p34
Dewi, C. A., Awaliyah, N., Fitriana, N., Darmayani, S., Nasrullah, Setiawan, J., & Irwanto, I. (2022). Using Android-Based E-Module to Improve Students’ Digital Literacy on Chemical Bonding. International Journal of Interactive Mobile Technologies (IJIM), 16(22), 191–208. https://doi.org/10.3991/ijim.v16i22.34151
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., … Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542
Etikan, I. (2017). Sampling and Sampling Methods. Biometrics & Biostatistics International Journal, 5(6). https://doi.org/10.15406/bbij.2017.05.00149
Fadillah Rahmah, H. R., Wahyuningtyas, N., Ratnawati, N., Marsida, R., Waladul Mufid, M. K. A., & Ibrahim, M. H. (2022). Development of “ARCIL” Media in Prehistoric Culture Materials for Junior High School Students. International Journal of Interactive Mobile Technologies (IJIM), 16(22), 176–190. https://doi.org/10.3991/ijim.v16i22.36155
Farhi, D. F., Satoutah, D. S., & Ahmed, M. M. (2021). Uses of smartphones communication applications in teaching media courses in light of the Corona pandemic’ A Field study on media professors at Arab universities.
Farhi, F., & Chettah, M. (2020). Social Media as News Sources for TV News Channels: A Study in the Newsrooms. 12(3).
Farhi, F., Jeljeli, R., & Belarbi, A. (2022). Artificial Intelligence in Sustaining Internal Communication in Corporate Sector: The Mediation of Two-way Communication Perspective of PR. 2022 International Arab Conference on Information Technology (ACIT). https://doi.org/10.1109/acit57182.2022.9994146
Farhi, F., Jeljeli, R., & Hamdi, M. E. (2022). How do Students Perceive Artificial Intelligence in YouTube Educational Videos Selection? A Case Study of Al Ain City. International Journal of Emerging Technologies in Learning (IJET), 17(22), 61–82. https://doi.org/10.3991/ijet.v17i22.33447
Farhi, F., Jeljeli, R., Zahra, A., Saidani, S., & Feguiri, L. (2023). Factors Behind Virtual Assistance Usage Among iPhone Users: Theory of Reasoned Action. International Journal of Interactive Mobile Technologies (IJIM), 17(02), 42–61. https://doi.org/10.3991/ijim.v17i02.36021
Farhi, F., Saidani, S., & Jeljeli, R. (2021). Determinants of Dependence on Social Media for Accessing News A Study on a Sample of Journalists in the Newsroom. Psychology and Education.
Ge, J. (2022). Multiple Influences of Intelligent Technology on Network Behavior of College Students in the Metaverse Age. Journal of Environmental and Public Health, 2022, 1–7. https://doi.org/10.1155/2022/2750712
Hays, P. A. (2003). Case Study Research. In: Foundations for Research. Routledge.
Hennig-Thurau, T., & Ognibeni, B. (2022). Metaverse Marketing. NIM Marketing Intelligence Review, 14(2), 43–47. https://doi.org/10.2478/nimmir-2022-0016
Hutson, J. (2022). Social Virtual Reality: Neurodivergence and Inclusivity in the Metaverse. Societies, 12(4), 102. https://doi.org/10.3390/soc12040102
Jeljali, R., Al Naji, L., & Khazam, K. (2018). A Comparison Between Moodle, Facebook, and Paper-based Assessment Tools: Students’ Perception of Preference and Effect on Performance. International Journal of Emerging Technologies in Learning (IJET), 13(05), 86. https://doi.org/10.3991/ijet.v13i05.8091
Jeljeli, R., Farhi, F., & Hamdi, M. E. (2022). The effect of consumer review on the perceived trustworthiness of online retailers: Item response theory perspective. International Journal of Data and Network Science, 6(4), 1341–1350. https://doi.org/10.5267/j.ijdns.2022.6.001
Jeljeli, R., Farhi, F., & Hamdi, M. E. (2022). The mediating role of gender in social media shopping acceptance: from the WOM perspective. Heliyon, 8(10), e11065. https://doi.org/10.1016/j.heliyon.2022.e11065
Jeljeli, R., Farhi, F., & Pasha, S. A. (2022). EI Integrated PR for Online Communication in Customer Loyalty: The Mediating Role of Artificial Intelligence. 2022 Ninth International Conference on Social Networks Analysis, Management and Security (SNAMS). https://doi.org/10.1109/snams58071.2022.10062678
Jeljeli, R., Farhi, F., Hamdi, M. E., & Saidani, S. (2022). The Impact of Technology on Audiovisual Production in the Social Media Space. Academic Journal of Interdisciplinary Studies, 11(6), 48. https://doi.org/10.36941/ajis-2022-0148
Jeljeli, R., Farhi, F., Setoutah, S., & Laghouag, A. A. (2022). Microsoft teams’ acceptance for the e-learning purposes during Covid-19 outbreak: A case study of UAE. International Journal of Data and Network Science, 6(3), 629–640. https://doi.org/10.5267/j.ijdns.2022.4.010
Jeon, J. H. (2021). A Study on Education Utilizing Metaverse for Effective Communication in a Convergence Subject. International Journal of Internet, Broadcasting and Communication, 13(4), 129–134. https://doi.org/10.7236/IJIBC.2021.13.4.129
Karakose, T., Papadakis, S., Tülübaş, T., & Polat, H. (2022). Understanding the Intellectual Structure and Evolution of Distributed Leadership in Schools: A Science Mapping-Based Bibliometric Analysis. Sustainability, 14(24), 16779. https://doi.org/10.3390/su142416779
Karakose, T., Polat, H., Yirci, R., Tülübaş, T., Papadakis, S., Ozdemir, T. Y., & Demirkol, M. (2023). Assessment of the Relationships between Prospective Mathematics Teachers’ Classroom Management Anxiety, Academic Self-Efficacy Beliefs, Academic Amotivation and Attitudes toward the Teaching Profession Using Structural Equation Modelling. Mathematics, 11(2), 449. https://doi.org/10.3390/math11020449
Kraft, M. A. (2020). Interpreting Effect Sizes of Education Interventions. Educational Researcher, 49(4), 241–253. https://doi.org/10.3102/0013189x20912798
Lavidas, K., Papadakis, S., Filippidi, A., Karachristos, C., Misirli, A., Tzavara, A., Komis, V., & Karacapilidis, N. (2023). Predicting the Behavioral Intention of Greek University Faculty Members to Use Moodle. Sustainability, 15(7), 6290. https://doi.org/10.3390/su15076290
Lee, H., Woo, D., & Yu, S. (2022). Virtual Reality Metaverse System Supplementing Remote Education Methods: Based on Aircraft Maintenance Simulation. Applied Sciences, 12(5), 2667. https://doi.org/10.3390/app12052667
Lee, U.-K., & Kim, H. (2022). UTAUT in Metaverse: An “Ifland” Case. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 613–635. https://doi.org/10.3390/jtaer17020032
López-Belmonte, J., Pozo-Sánchez, S., Carmona-Serrano, N., & Moreno-Guerrero, A.-J. (2022). Flipped Learning and E-Learning as Training Models Focused on the Metaverse. Emerging Science Journal, 6, 188–198. https://doi.org/10.28991/esj-2022-sied-013
MacKenzie, S. B., & Podsakoff, P. M. (2012). Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies. Journal of Retailing, 88(4), 542–555. https://doi.org/10.1016/j.jretai.2012.08.001
Mazouz, A., Alnaji, L., Jeljeli, R., & Al-Shdaifat, F. (2019). Innovation and entrepreneurship framework within the Middle East and North Africa region. African Journal of Science, Technology, Innovation and Development, 11(6), 699–710. https://doi.org/10.1080/20421338.2019.1573959
Mérigot, B., Durbec, J.-P., & Gaertner, J.-C. (2010). On goodness‐of‐fit measure for dendrogram‐based analyses. Ecology, 91(6), 1850–1859. Portico. https://doi.org/10.1890/09-1387.1
Mistretta, S. (2022). The Metaverse—An Alternative Education Space. AI, Computer Science and Robotics Technology, 2022, 1–23. https://doi.org/10.5772/acrt.05
Nakagawa, S., Johnson, P. C. D., & Schielzeth, H. (2017). The coefficient of determination R 2 and intra-class correlation coefficient from generalized linear mixed-effects models revisited and expanded. Journal of The Royal Society Interface, 14(134), 20170213. https://doi.org/10.1098/rsif.2017.0213
Ng, W. C., Yang Bryan Lim, W., Ng, J. S., Xiong, Z., Niyato, D., & Miao, C. (2022). Unified Resource Allocation Framework for the Edge Intelligence-Enabled Metaverse. ICC 2022 - IEEE International Conference on Communications. https://doi.org/10.1109/icc45855.2022.9838492
O’brien, R. M. (2007). A Caution Regarding Rules of Thumb for Variance Inflation Factors. Quality & Quantity, 41(5), 673–690. https://doi.org/10.1007/s11135-006-9018-6
Özdemi̇R, A., Vural, M., Süleymanoğullari, M., & Bayraktar, G. (2022). What Do University Students Think About the Metaverse? Journal of Educational Technology and Online Learning, 5(4), 952–962. https://doi.org/10.31681/jetol.1151470
Papadakis, S. (2023). MOOCs 2012-2022: An overview. Advances in Mobile Learning Educational Research, 3(1), 682–693. https://doi.org/10.25082/amler.2023.01.017
Pasha, S. A., Ali, S., & Jeljeli, R. (2022). Artificial Intelligence Implementation to Counteract Cybercrimes Against Children in Pakistan. Human Arenas. https://doi.org/10.1007/s42087-022-00312-8
Pasha, S. A., Sharif, H., Ali, S., Al-Misfari, A., Elareshi, M., Ziani, A., & Habes, M. (2023). Perceptions of Incorporating Virtual Reality of Goggles in the Learning Management System in Developing Countries. Lecture Notes in Networks and Systems, 879–886. https://doi.org/10.1007/978-3-031-26956-1_82
Pasha, S. A., Youssef, E., & Sharif, H. (2021). Role of Virtual Reality in Improving Students’ LMS Experiences: Structural Equation Modelling Based Study. 2021 International Conference of Modern Trends in Information and Communication Technology Industry (MTICTI). https://doi.org/10.1109/mticti53925.2021.9664769
Petousi, V., & Sifaki, E. (2020). Contextualising harm in the framework of research misconduct. Findings from discourse analysis of scientific publications. International Journal of Sustainable Development, 23(3/4), 149. https://doi.org/10.1504/ijsd.2020.115206
Saboune, F. M. F. (2022). Virtual Reality in Social media marketing will be the new model of advertising and monetization. 2022 Ninth International Conference on Social Networks Analysis, Management and Security (SNAMS). https://doi.org/10.1109/snams58071.2022.10062551
Salloum, S., & Aburayya, A. (2023). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach—University of Salford Institutional Repository. Available online: https://usir.salford.ac.uk/id/eprint/63377/ (accessed on 10 December 2023).
Salloum, S., Al Marzouqi, A., Alderbashi, K. Y., Shwedeh, F., Aburayya, A., Al Saidat, M. R., & Al-Maroof, R. S. (2023). Sustainability Model for the Continuous Intention to Use Metaverse Technology in Higher Education: A Case Study from Oman. Sustainability, 15(6), 5257. https://doi.org/10.3390/su15065257
Samala, A. D., & Amanda, M. (2023). Immersive Learning Experience Design (ILXD): Augmented Reality Mobile Application for Placing and Interacting with 3D Learning Objects in Engineering Education. International Journal of Interactive Mobile Technologies (IJIM), 17(05), 22–35. https://doi.org/10.3991/ijim.v17i05.37067
Setoutah, S., & Jeljeli, R. (2020). Strategy of Managing Cultural Diversity to Develop Creativity in a Learning Organization.
Suhaizal, H., Abdul Rahman, K. A., Khamis, N., Shukor, U. H., Che Lah, N. H., & Zulkifli, N. N. (2023). The Design and Development of Augmented Reality (AR) Application for Internet Evolution Learning Topics. International Journal of Interactive Mobile Technologies (IJIM), 17(05), 162–181. https://doi.org/10.3991/ijim.v17i05.36483
Sun, J., Gan, W., Chao, H.-C., & Yu, P. S. (2022). Metaverse: Survey, Applications, Security, and Opportunities (arXiv:2210.07990). arXiv.
Taha, S., Abulibdeh, E., Zaitoun, E., Daoud, S., & Rawagah, H. G. (2022). Investigating Student Perceptions of Augmented Reality Utilizing Technology Acceptance Model (TAM). 2022 International Arab Conference on Information Technology (ACIT). https://doi.org/10.1109/acit57182.2022.9994196
Teng, Z., Cai, Y., Gao, Y., Zhang, X., & Li, X. (2022). Factors Affecting Learners’ Adoption of an Educational Metaverse Platform: An Empirical Study Based on an Extended UTAUT Model. Mobile Information Systems, 2022, 1–15. https://doi.org/10.1155/2022/5479215
The Government of UAE. (2023). Dubai Metaverse Strategy—The Official Portal of the UAE Government. Available online: https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/strategies-plans-and-visions/government-services-and-digital-transformation/dubai-metaverse-strategy (accessed on 8 December 2023).
Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2015). Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4
WAM. (2023). UAE has over 295,000 higher education students, says new report | Education – Gulf News. Available online: https://gulfnews.com/uae/education/uae-has-over-295000-higher-education-students-says-new-report-1.78194835 (accessed on 8 December 2023).
Wu, J., & Gao, G. (2022). Edu-Metaverse: Internet Education Form with Fusion of Virtual and Reality. Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022). https://doi.org/10.2991/assehr.k.220504.197
Xu, M., Ng, W. C., Lim, W. Y. B., Kang, J., Xiong, Z., Niyato, D., Yang, Q., Shen, X. S., & Miao, C. (2022). A Full Dive into Realizing the Edge-enabled Metaverse: Visions, Enabling Technologies, and Challenges (arXiv:2203.05471). arXiv.
Zhang, X., Chen, Y., Hu, L., & Wang, Y. (2022). The metaverse in education: Definition, framework, features, potential applications, challenges, and future research topics. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1016300
DOI: https://doi.org/10.24294/jipd.v8i3.2594
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Faycal Farhi
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License.