The metaverse technology adoption process using UTAUT in digital business education

Abstract

The metaverse, a digital space where users interact through virtual and augmented reality, is set to transform business education in higher learning. This study explores the adoption of metaverse technologies in universities, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT). The UTAUT model, which includes performance expectancy, effort expectancy, social influence, and facilitating conditions, is used to examine the factors influencing adoption, with moderating variables such as Gender, Age, Experience, and Voluntariness of Use. The research targets undergraduates from the Faculties of Economics at State University of Jakarta and State University of Makassar. Data were gathered through surveys and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with Variance Based (VB) SEM. The results indicate that performance expectancy and social influence significantly impact students' behavioral intention and usage behavior, particularly among different genders. Facilitating conditions also critically affect technology adoption. The study underscores the metaverse's potential to enrich educational experiences by offering immersive learning environments. However, the success of these technologies hinges on students' readiness and willingness to engage. The findings suggest that younger students, especially those influenced by social factors, are more likely to adopt metaverse technologies, guiding institutions in enhancing digital learning tools.