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Tourism in the digital frontier: a study on user continuance intention in the metaverse

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Abstract

In light of the burgeoning metaverse trend, this study seeks to explore the key factors influencing users’ continuance intention towards this emerging platform in the context of tourism. Leveraging a dataset from individuals experienced with the metaverse, this study applied structural equation modeling to examine the hypothesized relationships empirically. Contrary to conventional wisdom, this paper found that perceived ease of use does not significantly affect utilitarian benefits. However, perceived usefulness emerged as a crucial driver of these benefits. Further, perceived enjoyment was observed to exert a positive influence on hedonic benefits. Empirical analysis reveals that continuance intention is significantly swayed by utilitarian, hedonic, and symbolic benefits. As one of the first empirical studies in this field, this research presents both theoretical and practical insights that shed light on the dynamics of user behavior within the metaverse.

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    Hyeon Jo

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Jo, H. Tourism in the digital frontier: a study on user continuance intention in the metaverse. Inf Technol Tourism 25, 307–330 (2023). https://doi.org/10.1007/s40558-023-00257-w

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  • DOI: https://doi.org/10.1007/s40558-023-00257-w

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