Exploring the brand experience in the metaverse under the perspective of technology acceptance model
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 August 2024
Abstract
Purpose
This study aims to explore how perceived usefulness and perceived ease of use affect users' sensory experience and behavioral experience in the metaverse context, and explore the significance of building a metaverse platform for companies, and provide management enlightenment for corporate development.
Design/methodology/approach
Data were collected from 329 online participants and analyzed using structural equation modeling and hierarchical regression.
Findings
Perceived usefulness and ease of use have a significant influence on customer sensory experience and behavioral experience in the metaverse. Sensory experience mediates the influence of perceived usefulness and availability on behavioral experience. Social presence positively moderates the influence of both usefulness and ease of use on sensory and behavioral experience. In other words, perceived usefulness and perceived ease of use in the metaverse situation affect sensory experience through social presence, and then affect behavioral experience.
Originality/value
This research clarifies the effect of usefulness and ease of use on customer sensory and behavioral experience. It confirms the positive moderating role of social presence and the mediating role of sensory experience in the influence pathway between perceived usefulness, ease of use, and behavioral experience. From the perspective of management, this study provides theoretical support for the positive impact of corporate metaverse platform building on customer brand experience in the future, and provides impetus for companies to pay attention to improving the usefulness and ease of use of their metaverse platform.
Keywords
Acknowledgements
This paper received funding from the Humanities and Social Science Research Youth Fund Project of the Ministry of Education (Grant No. 22YJC630195), China; the China Postdoctoral Science Foundation Grant (2022M721007) and also the Philosophy and Social Science Planning Project of Henan Province (2022BJJ028), China.
Citation
Yu, X., Cheng, X., Kim, K.H. and Wang, H. (2024), "Exploring the brand experience in the metaverse under the perspective of technology acceptance model", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-10-2023-0952
Publisher
:Emerald Publishing Limited
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