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The innovation resistance theory (IRT) is used as an underpinning theory to examine the impact of various risks on non-adoption intention towards the enterprise metaverse.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A total of 294 responses were collected to examine the proposed hypotheses. A structural equation modelling technique was used to investigate the hypotheses using SPSS AMOS and PROCESS MACRO.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results of this study reveal that performance, security and psychological risks are significantly associated with non-adoption intention towards enterprise metaverse. Further, distrust significantly meditates the association between performance risk, social risk, technological dependence risk, security risk and psychological risk and non-adoption intention towards enterprise metaverse. Moreover, the results of moderated-mediation hypotheses indicate that the mediating effect of distrust on the association among performance risk, social risk, psychological risk and non-adoption intention towards enterprise metaverse is higher for individuals having high technostress compared to individuals having low technostress.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The study's findings will enrich the metaverse literature. Further, it provides a deeper understanding of enterprise metaverse adoption from a B2B perspective using the underpinnings of IRT. The study helps organizations understand the risks associated with the adoption of the enterprise metaverse.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-04-2023-0374","type":"journal-article","created":{"date-parts":[[2023,9,26]],"date-time":"2023-09-26T02:08:28Z","timestamp":1695694108000},"page":"198-218","source":"Crossref","is-referenced-by-count":62,"title":["Risking it all in the metaverse ecosystem: forecasting resistance towards the enterprise metaverse"],"prefix":"10.1108","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4804-5182","authenticated-orcid":false,"given":"Aman","family":"Kumar","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9750-0380","authenticated-orcid":false,"given":"Amit","family":"Shankar","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7349-7914","authenticated-orcid":false,"given":"Aqueeb Sohail","family":"Shaik","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1428-5599","authenticated-orcid":false,"given":"Girish","family":"Jain","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Areej","family":"Malibari","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2023,9,26]]},"reference":[{"key":"key2025010610132265900_ref001","unstructured":"Allied Market Research (2022), \u201cMetaverse market size, share and trends | forecast \u2013 2030\u201d, available at: https:\/\/www.alliedmarketresearch.com\/metaverse-market-A16423"},{"issue":"3","key":"key2025010610132265900_ref002","doi-asserted-by":"crossref","first-page":"339","DOI":"10.1108\/MIP-05-2018-0152","article-title":"Examining consumers\u2019 webrooming behavior: an integrated approach","volume":"37","year":"2019","journal-title":"Marketing Intelligence and Planning"},{"issue":"7","key":"key2025010610132265900_ref003","doi-asserted-by":"crossref","first-page":"2993","DOI":"10.3390\/su12072993","article-title":"Buyer-driven knowledge transfer activities to enhance organizational sustainability of suppliers","volume":"12","year":"2020","journal-title":"Sustainability"},{"key":"key2025010610132265900_ref004","doi-asserted-by":"crossref","unstructured":"Bagnoli, C., Albarelli, A., Biazzo, S., Biotto, G., Marseglia, G.R., Massaro, M., Messina, M., Muraro, A. and Troiano, L. 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