1. Switching to metaverse? Perspectives from push–pull–mooring model
- Author
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Pal, Debajyoti, Zhang, Xiangmin, Mukherjee, Subhodeep, and Funilkul, Suree
- Abstract
Metaverse is envisioned to be a shared, immersive, and persistent 3D virtual place where humans can experience life as they do in the physical world and much beyond. This alternate “virtual world” is one key aspect of the metaverse, yet an often neglected factor while considering what might prompt the users from switching from a real to a virtual world. In this work, we investigate such switching intentions to the metaverse from a novel theoretical perspective involving three models: Push–Pull–Mooring (PPM) theory, Place Attachment theory, and Intergroup Threat theory. We focus on the educational usage of the metaverse by collecting data through an online survey using Google Forms from 621 students across 2 Asian countries (India and Thailand). In general, the participants exhibited high level of metaverse-related threats (realistic and symbolic) ranging from general privacy concerns to threats related to the existence of human identity. However, virtual place attachment was found to be the strongest predictor of switching intentions and a moderation effect of virtual place usage was also observed. Prolonged exposure to virtual places creates stronger attachments that helps to nullify the negative concerns related to the threat aspects. The push factors of dissatisfaction and perceived boredom with traditional face-to-face learning also favor the switching decision. Overall, the results provide a better understanding and insights to the students’ motivations and willingness to transfer some of their learning activities to the virtual world of the metaverse and how the bonds with virtual places translate into favorable switching intentions toward metaverse technology. The current findings go beyond those proposed by the traditional acceptance models like the Technology Acceptance Model or the Unified Theory of Acceptance and Use of Technology and show the importance of virtual places and the immersive time spent in this virtual world together with the realistic and symbolic threats that future metaverse designers should keep in their mind.
- Published
- 2025
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