International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Factors Influencing Resistance to the Metaverse: Focusing on Propagation Mechanisms

  • Mina Lee (Department of Advertising & Public Relations, Kookmin University) ;
  • Minjung Kim (Department of Advertising & Public Relations, Dongeui University)
  • Received : 2024.03.02
  • Accepted : 2024.05.29
  • Published : 2024.06.30
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Abstract

This study examines factors influencing nonusers' resistance to the adoption of the metaverse, focusing on propagation mechanisms. It elucidates the role of innovation resistance within the metaverse adoption process. We applied the Innovation Resistance Model in the context of the metaverse and considers three major groups of factors influencing resistance to the metaverse: innovation characteristics (perceived usefulness, compatibility, perceived risk, and complexity), consumer characteristics (personal innovativeness), and propagation mechanisms (mass media, online media, and personal communication). An online survey of college students who do not use the metaverse revealed that perceived usefulness, compatibility, personal innovativeness, and online media were negative predictors of resistance to the metaverse. Conversely, perceived risk, mass media, and personal communication were positive predictors of resistance to the metaverse. Furthermore, innovation resistance was found to play a mediating role in the metaverse adoption process. Drawing upon the findings, we suggested marketing strategies to decrease resistance to the metaverse.

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