Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach


Arpaci I., Karatas K., KUŞCİ İ., Al-Emran M.

Technology in Society, vol.71, 2022 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 71
  • Publication Date: 2022
  • Doi Number: 10.1016/j.techsoc.2022.102120
  • Journal Name: Technology in Society
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, Periodicals Index Online, Communication & Mass Media Index, Communication Abstracts, Compendex, EBSCO Education Source, Geobase, INSPEC, Political Science Complete, Sociological abstracts, Worldwide Political Science Abstracts
  • Keywords: Big five personality traits, Metaverse, SEM-ANN, Social sustainability, UTAUT2
  • Bursa Uludag University Affiliated: Yes

Abstract

© 2022 Elsevier LtdThe Metaverse is an immersive virtual universe where users interact with each other using an avatar. The Metaverse is promised to offer numerous opportunities for many sectors. While the Metaverse promotes the social interaction between users, there is a scarcity of knowledge on what affects its social sustainability. Hence, this research develops a model by integrating the UTAUT2 constructs and big five personality traits to understand the social sustainability of the Metaverse. The model is tested by employing a hybrid covariance-based structural equation modeling (CB-SEM) and artificial neural network (ANN) approach based on collecting data from 446 Metaverse users. The CB-SEM results showed that performance expectancy, social influence, hedonic motivation, price value, habit, agreeableness, neuroticism, and openness significantly impact the social sustainability of the Metaverse, while no significant effect is reported regarding effort expectancy, facilitating conditions, conscientiousness, and extraversion. All these factors explained 80% of the variance in social sustainability. The ANN results showed that habit is the most important factor in predicting social sustainability. Drawing on these findings, the study offers several theoretical contributions and sheds light on several practical implications for developers, designers, and decision-makers promoting the use of the Metaverse.