English abstract
The emergence of Metaverse as a new technology creates significant opportunities for
businesses to engage with customers in innovative ways and create new revenue.
Moreover, it allows users to interact with each other through avatars and make
purchases through social commerce platforms, creating a unique shopping experience.
Despite this, there is still limited knowledge about the factors influencing user
adoption of social commerce in the Metaverse. Drawing on the Uses and Gratification
Theory, this study proposes Attitude, Ubiquity, Trust, and Perceived Risk as
independent constructs that may affect user adoption of social commerce in the
Metaverse. Additionally, this study examines the moderating role of Technology
Comfort, E-Word-of-Mouth and Endowment Effect in the relationship between some
independent constructs and user adoption. By following a quantitative research
approach, this study conducts an online survey among Metaverse users. Besides, the
study tested 407 valid responses by using Partial Least Squares Structural Equation
Modeling (SmartPLS 4). The findings report that Enjoyment, Information Seeking,
Ubiquity, Endowment Effect, and Attitude act as noteworthy positive predictors of
user adoption of social commerce in the Metaverse. Additionally, the study justifies
the moderating influence of Technology Comfort and E-Word-of-Mouth. This study
enriches the literature on social commerce in the Metaverse by pinpointing the factors
that shape user adoption. Furthermore, it offers valuable managerial implications,
recommending strategies for businesses of social commerce within the Metaverse.
