{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,3]],"date-time":"2025-12-03T18:14:16Z","timestamp":1764785656464,"version":"build-2065373602"},"reference-count":94,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T00:00:00Z","timestamp":1751328000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"UGC Fund for Innovative Technology-in-Education","award":["2022-25"],"award-info":[{"award-number":["2022-25"]}]},{"name":"Hong Kong Polytechnic University","award":["2022-25"],"award-info":[{"award-number":["2022-25"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Metaverse is reshaping how brands approach marketing, providing alternative and innovative methods for marketers to redefine their brands and reinvent the customer experience. Different sectors are still exploring the possibilities of the metaverse and are now adopting a test-and-learning mindset. This study explores consumer acceptance of metaverse marketing for branding and pre-purchase activities, comparing its effectiveness with social media platforms. Using a survey of 197 participants (45% experiencing a metaverse space on Spatial.io, 55% using Instagram), we investigated factors influencing intention to use and purchase intention through a closed-ended questionnaire. The results show that perceived usefulness is the primary driver of use intention in the metaverse (\u03b2 = 0.573, p &lt; 0.001), while habit significantly influences platform preference, particularly for social media (\u03b2 = 0.767, p &lt; 0.001). These findings provide marketers with actionable insights to leverage interactive virtual environments, enhancing branding and pre-purchase experiences by prioritizing usability and familiarity.<\/jats:p>","DOI":"10.3390\/jtaer20030159","type":"journal-article","created":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T06:56:54Z","timestamp":1751353014000},"page":"159","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Exploring Consumer Acceptance of Metaverse Marketing for Branding Activities and the Pre-Purchase Stage"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8215-4190","authenticated-orcid":false,"given":"Yuk Ming","family":"Tang","sequence":"first","affiliation":[{"name":"School of Management, Guangdong University of Science and Technology, Dongguan 523000, China"},{"name":"Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jessie Kwan Ning","family":"Wong","sequence":"additional","affiliation":[{"name":"Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8550-4974","authenticated-orcid":false,"given":"G. T. S.","family":"Ho","sequence":"additional","affiliation":[{"name":"Department of Supply Chain and Information Management, School of Decision Sciences, The Hang Seng University of Hong Kong, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,7,1]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"103781","DOI":"10.1016\/j.jretconser.2024.103781","article-title":"Proposing a metaverse engagement model for brand development","volume":"78","author":"Bilgihan","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_2","first-page":"101234","article-title":"A multiwave study on tourist well-being: The role of attention restoration, psychological-need and social-sharing satisfaction","volume":"51","author":"Fan","year":"2024","journal-title":"Tour. Manag. Perspect."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"78","DOI":"10.1177\/0022242919854374","article-title":"Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns","volume":"83","author":"Hughes","year":"2019","journal-title":"J. Mark."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1007\/s11747-024-01052-7","article-title":"Influencer marketing effectiveness: A meta-analytic review","volume":"53","author":"Pan","year":"2024","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_5","first-page":"178","article-title":"Branding and advertising on social networks: Current trends","volume":"21","author":"Trachuk","year":"2021","journal-title":"Int. J. Comput. Sci. Netw. Secur."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"337","DOI":"10.1002\/jsc.2502","article-title":"Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens","volume":"31","author":"Joy","year":"2022","journal-title":"Strateg. Change"},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"4209","DOI":"10.1109\/ACCESS.2021.3140175","article-title":"A metaverse: Taxonomy, components, applications, and open challenges","volume":"10","author":"Park","year":"2022","journal-title":"IEEE Access"},{"key":"ref_8","doi-asserted-by":"crossref","unstructured":"Patil, K., and Pramod, D. (2022, January 22\u201323). Can Metaverse Retail lead to purchase intentions among the youth? A Stimulus-Organism-Response theory perspective. Proceedings of the ASU International Conference in Emerging Technologies for Sustainability and Intelligent Systems (ICETSIS), Manama, Bahrain.","DOI":"10.1109\/ICETSIS55481.2022.9888929"},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"107498","DOI":"10.1016\/j.chb.2022.107498","article-title":"Social benefits of living in the metaverse: The relationships among social presence, supportive interaction, social self-efficacy, and feelings of loneliness","volume":"139","author":"Oh","year":"2023","journal-title":"Comput. Hum. Behav."},{"key":"ref_10","first-page":"102542","article-title":"Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy","volume":"66","author":"Dwivedi","year":"2022","journal-title":"Int. J. Inf. Manag."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1007\/s44163-022-00032-6","article-title":"The societal impact of the Metaverse","volume":"2","author":"Henz","year":"2022","journal-title":"Discov. Artif. Intell."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"430","DOI":"10.1108\/JSM-01-2015-0054","article-title":"Fresh perspectives on customer experience","volume":"29","author":"Gustafsson","year":"2015","journal-title":"J. Serv. Mark."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"454","DOI":"10.1016\/j.jbusres.2022.03.015","article-title":"Economic uncertainty spillover and social networks","volume":"145","author":"Ma","year":"2022","journal-title":"J. Bus. Res."},{"key":"ref_14","first-page":"1227","article-title":"Augmented and virtual reality in e-commerce\u2014A survey","volume":"15","author":"Syed","year":"2021","journal-title":"ICIC Express. Lett."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1016\/j.jbusres.2021.04.075","article-title":"Shopping in virtual reality: A literature review and future agenda","volume":"134","author":"Xi","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"889","DOI":"10.3390\/jtaer18020046","article-title":"Empowering Digital Marketing with Interactive Virtual Reality (IVR) in Interior Design: Effects on Customer Satisfaction and Behaviour Intention","volume":"18","author":"Tang","year":"2023","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_17","doi-asserted-by":"crossref","unstructured":"Tayal, S., Rajagopal, K., and Mahajan, V. (2022, January 29\u201331). Virtual reality based metaverse of gamification. Proceedings of the 2022 6th International Conference on Computing Methodologies and Communication (ICCMC), Erode, India.","DOI":"10.1109\/ICCMC53470.2022.9753727"},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"70","DOI":"10.17703\/IJACT.2016.4.4.70","article-title":"Study on Virtual Reality and E-commerce","volume":"4","author":"Lee","year":"2016","journal-title":"Int. J. Adv. Cult. Technol."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1016\/j.jretconser.2019.03.004","article-title":"Augmented reality marketing: How mobile AR-apps can improve brands through inspiration","volume":"49","author":"Rauschnabel","year":"2019","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"105042","DOI":"10.1016\/j.ijmedinf.2023.105042","article-title":"A comparative analysis of digital health usage intentions towards the adoption of virtual reality in telerehabilitation","volume":"174","author":"Chan","year":"2023","journal-title":"Int. J. Med. Inform."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"827","DOI":"10.1002\/ijgo.14670","article-title":"Medical students\u2019 perception of the application of a virtual reality training model to acquire vaginal examination skills","volume":"161","author":"Cheung","year":"2023","journal-title":"Int. J. Gynecol. Obstet."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"100753","DOI":"10.1016\/j.iot.2023.100753","article-title":"Real-time Mixed Reality (MR) and Artificial Intelligence (AI) object recognition integration for digital twin in Industry 4.0","volume":"23","author":"Tang","year":"2023","journal-title":"Internet Things"},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"1893","DOI":"10.3390\/jtaer16050106","article-title":"Understanding FinTech Platform Adoption: Impacts of Perceived Value and Perceived Risk","volume":"16","author":"Xie","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"468","DOI":"10.1108\/JSBED-12-2016-0202","article-title":"Follow for follow: Marketing of a start-up company on Instagram","volume":"24","author":"Virtanen","year":"2017","journal-title":"J. Small Bus. Enterp. Dev."},{"key":"ref_25","first-page":"8887","article-title":"Revamping the marketing world with metaverse\u2014The future of marketing","volume":"975","author":"Khatri","year":"2022","journal-title":"Int. J. Comput. Appl."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1108\/JBS-01-2022-0014","article-title":"Metaverse\u2014The new marketing universe","volume":"44","author":"Hollensen","year":"2022","journal-title":"J. Bus. Strategy"},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"177","DOI":"10.1007\/s10055-017-0306-3","article-title":"When brands come to life: Experimental research on the vividness effect of Virtual Reality in transformational marketing communications","volume":"21","author":"Brengman","year":"2017","journal-title":"Virtual Real."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1080\/15252019.2021.2001273","article-title":"Advertising in the metaverse: Research agenda","volume":"21","author":"Kim","year":"2021","journal-title":"J. Interact. Advert."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"157","DOI":"10.2307\/41410412","article-title":"Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology","volume":"36","author":"Venkatesh","year":"2012","journal-title":"MIS Q."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"203","DOI":"10.1016\/S0022-4359(01)00041-0","article-title":"Consumer perceived value: The development of a multiple item scale","volume":"77","author":"Sweeney","year":"2001","journal-title":"J. Retail."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"965","DOI":"10.1016\/j.jbusres.2007.01.021","article-title":"The relationship between personal values and perceived value of education","volume":"60","author":"Ledden","year":"2007","journal-title":"J. Bus. Res."},{"key":"ref_32","first-page":"276","article-title":"Examining factors influencing adoption of m-payment: Extending UTAUT2 with perceived value","volume":"15","author":"Fatima","year":"2021","journal-title":"Int. J. Innov. Creat. Change"},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"766","DOI":"10.1287\/isre.2023.1234","article-title":"When the Clock Strikes: A Multimethod Investigation of On-the-Hour Effects in Online Learning","volume":"35","author":"Huang","year":"2024","journal-title":"Inf. Syst. Res."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"363","DOI":"10.1108\/JIBR-05-2018-0158","article-title":"Consumer adoption of smartphone fitness apps: An extended UTAUT2 perspective","volume":"12","author":"Dhiman","year":"2020","journal-title":"J. Indian Bus. Res."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"118","DOI":"10.1108\/JEIM-04-2015-0035","article-title":"Consumer adoption of mobile banking in Jordan: Examining the role of usefulness, ease of use, perceived risk and self-efficacy","volume":"29","author":"Alalwan","year":"2016","journal-title":"J. Enterp. Inf. Manag."},{"key":"ref_36","unstructured":"Miladinovic, J., and Hong, X. (2016). A Study on Factors Affecting the Behavioral Intention to Use Mobile Shopping Fashion Apps in Sweden, J\u00f6nk\u00f6ping University."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"710","DOI":"10.1016\/j.chb.2016.07.027","article-title":"Predicting user response to sponsored advertising on social media via the technology acceptance model","volume":"64","author":"Lin","year":"2016","journal-title":"Comput. Hum. Behav."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"1182612","DOI":"10.1080\/23311975.2016.1182612","article-title":"Factors affecting Malaysian university students\u2019 purchase intention in social networking sites","volume":"3","author":"Fard","year":"2016","journal-title":"Cogent Bus. Manag."},{"key":"ref_39","first-page":"65","article-title":"Investigating the impact of social media advertising features on customer purchase intention","volume":"42","author":"Alalwan","year":"2018","journal-title":"Int. J. Inf. Manag."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"350","DOI":"10.4038\/wjm.v12i2.7544","article-title":"Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising","volume":"12","author":"Shafnaz","year":"2021","journal-title":"Wayamba J. Manag."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"21582440211027875","DOI":"10.1177\/21582440211027875","article-title":"Determinants of consumer\u2019s purchase intention on fresh e-commerce platform: Perspective of UTAUT model","volume":"11","author":"Chen","year":"2021","journal-title":"Sage Open"},{"key":"ref_42","doi-asserted-by":"crossref","unstructured":"Zhao, Y., and Bacao, F. (2020, January 11\u201314). Theoretical development: Extending the flow theory with variables from the utaut2 model. Proceedings of the 2020 IEEE 6th International Conference on Computer and Communications (ICCC), Chengdu, China.","DOI":"10.1109\/ICCC51575.2020.9345049"},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"1847979019889484","DOI":"10.1177\/1847979019889484","article-title":"Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors","volume":"11","author":"Eneizan","year":"2019","journal-title":"Int. J. Eng. Bus. Manag."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1108\/JCMARS-05-2020-0024","article-title":"The role of online advertising on purchase intention of smartphones: Mediating effects of flow experience and advertising value","volume":"3","author":"Mustafi","year":"2020","journal-title":"J. Contemp. Mark. Sci."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"705","DOI":"10.2307\/25148817","article-title":"How habit limits the predictive power of intention: The case of information systems continuance","volume":"31","author":"Limayem","year":"2007","journal-title":"MIS Q."},{"key":"ref_46","first-page":"386","article-title":"Age differences in behavioral intention to use internet marketing: A comparative study between Malaysian and Taiwanese","volume":"16","author":"Isa","year":"2015","journal-title":"Int. J. Bus. Soc."},{"key":"ref_47","doi-asserted-by":"crossref","unstructured":"Megadewandanu, S. (2016, January 27\u201328). Exploring mobile wallet adoption in Indonesia using UTAUT2: An approach from consumer perspective. Proceedings of the 2nd International Conference on Science and Technology-Computer (ICST), Yogyakarta, Indonesia.","DOI":"10.1109\/ICSTC.2016.7877340"},{"key":"ref_48","first-page":"223","article-title":"A model of user acceptance of learning management systems: A study within tertiary institutions in New Zealand","volume":"13","author":"Nanayakkara","year":"2007","journal-title":"Int. J. Learn."},{"key":"ref_49","first-page":"99","article-title":"Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust","volume":"37","author":"Alalwan","year":"2017","journal-title":"Int. J. Inf. Manag."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"281","DOI":"10.1108\/JABS-03-2019-0086","article-title":"Determinants of online purchase intention: A PLS-SEM approach: Evidence from Indonesia","volume":"14","author":"Dewi","year":"2020","journal-title":"J. Asia Bus. Stud."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"101535","DOI":"10.1016\/j.techsoc.2021.101535","article-title":"A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application","volume":"65","author":"Gansser","year":"2021","journal-title":"Technol. Soc."},{"key":"ref_52","doi-asserted-by":"crossref","unstructured":"An, L., Han, Y., and Tong, L. (2016, January 21\u201322). Study on the factors of online shopping intention for fresh agricultural products based on UTAUT2. Proceedings of the The 2nd Information Technology and Mechatronics Engineering Conference (ITOEC 2016), Chongqing, China.","DOI":"10.2991\/itoec-16.2016.57"},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"253","DOI":"10.1002\/cb.2123","article-title":"Tell me where you come from and I know what makes you tick: Managing the consumer personality\u2013satisfaction link in diverse cultures","volume":"22","author":"Mooradian","year":"2023","journal-title":"J. Consum. Behav."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"425","DOI":"10.2307\/30036540","article-title":"User acceptance of information technology: Toward a unified view","volume":"27","author":"Venkatesh","year":"2003","journal-title":"MIS Q."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"243","DOI":"10.1007\/s10796-018-9864-5","article-title":"Exploring the influential factors of continuance intention to use mobile Apps: Extending the expectation confirmation model","volume":"22","author":"Tam","year":"2020","journal-title":"Inf. Syst. Front."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"417","DOI":"10.1108\/INMR-02-2020-0018","article-title":"Factors affecting user acceptance for NFC mobile wallets in the US and Korea","volume":"18","author":"Shin","year":"2021","journal-title":"Innov. Manag. Rev."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"21582440211055721","DOI":"10.1177\/21582440211055721","article-title":"Exploring behavioral intention to use a mobile health education website: An extension of the utaut 2 model","volume":"11","author":"Yu","year":"2021","journal-title":"Sage Open"},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"680","DOI":"10.18488\/journal.aefr.2020.106.680.697","article-title":"Determinants of digital banking services in Vietnam: Applying utaut2 model","volume":"10","author":"Nguyen","year":"2020","journal-title":"Asian Econ. Financ. Rev."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"15","DOI":"10.1108\/AAOUJ-08-2021-0084","article-title":"Applying the UTAUT2 to predict the acceptance of blended learning by university students","volume":"17","author":"Rudhumbu","year":"2022","journal-title":"Asian Assoc. Open Univ. J."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"248","DOI":"10.1108\/JIBR-11-2016-0132","article-title":"Using UTAUT 2 model to predict mobile app based shopping: Evidences from India","volume":"9","author":"Tak","year":"2017","journal-title":"J. Indian Bus. Res."},{"key":"ref_61","first-page":"3826","article-title":"Exploring intention to adopt mobile commerce: Integrating UTAUT2 with social media","volume":"9","author":"Gharaibeh","year":"2020","journal-title":"Int. J. Sci. Technol. Res."},{"key":"ref_62","first-page":"2","article-title":"How long tail and trust affect online shopping behavior: An extension to UTAUT2 framework","volume":"9","author":"Singh","year":"2017","journal-title":"Pac. Asia J. Assoc. Inf. Syst."},{"key":"ref_63","first-page":"142","article-title":"Understanding mobile augmented reality adoption in a consumer context","volume":"9","author":"Paulo","year":"2018","journal-title":"J. Hosp. Tour. Technol."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"1","DOI":"10.7233\/ijcf.2021.21.1.001","article-title":"A longitudinal study for predicting intentions to use augmented reality technology in the fashion shopping context","volume":"21","author":"Park","year":"2021","journal-title":"Int. J. Costume Fash."},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"71","DOI":"10.1016\/j.pmcj.2014.08.009","article-title":"Tourists responses to mobile augmented reality travel guides: The role of emotions on adoption behavior","volume":"18","author":"Kourouthanassis","year":"2015","journal-title":"Pervasive Mob. Comput."},{"key":"ref_66","doi-asserted-by":"crossref","first-page":"471","DOI":"10.1108\/IntR-02-2014-0053","article-title":"Roles of perceived value and individual differences in the acceptance of mobile coupon applications","volume":"25","author":"Liu","year":"2015","journal-title":"Internet Res."},{"key":"ref_67","first-page":"44","article-title":"The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value","volume":"45","author":"Shaw","year":"2019","journal-title":"Int. J. Inf. Manag."},{"key":"ref_68","doi-asserted-by":"crossref","first-page":"1000","DOI":"10.1108\/OIR-01-2021-0017","article-title":"Mobile learning acceptance and use in higher education during social distancing circumstances: An expansion and customization of UTAUT2","volume":"45","author":"Mican","year":"2021","journal-title":"Online Inf. Rev."},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"498","DOI":"10.1108\/IntR-01-2014-0020","article-title":"Facebook advertising\u2019s influence on intention-to-purchase and purchase amongst Millennials","volume":"25","author":"Duffett","year":"2015","journal-title":"Internet Res."},{"key":"ref_70","unstructured":"Kline, R.B. (2023). Principles and Practice of Structural Equation Modeling, Guilford."},{"key":"ref_71","first-page":"23197145221099098","article-title":"Exploring common method variance in analytics research in the Indian context: A comparative study with known techniques","volume":"13","author":"Saxena","year":"2022","journal-title":"FIIB Bus. Rev."},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"879","DOI":"10.1037\/0021-9010.88.5.879","article-title":"Common method biases in behavioral research: A critical review of the literature and recommended remedies","volume":"88","author":"Podsakoff","year":"2003","journal-title":"J. Appl. Psychol."},{"key":"ref_73","first-page":"546","article-title":"Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations","volume":"13","author":"Kock","year":"2012","journal-title":"J. Assoc. Inf. Syst."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"359","DOI":"10.1007\/BF02841602","article-title":"Determination of indium in natural waters by flow injection inductively coupled plasma mass spectrometry","volume":"107","author":"Alibo","year":"1998","journal-title":"Proc. Indian Acad. Sci. Earth Planet. Sci."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"1509","DOI":"10.1080\/1528008X.2021.2002786","article-title":"Investigating the moderating effects of age and gender on customers\u2019 use of tablet menu in casual dining restaurants","volume":"23","author":"Garg","year":"2022","journal-title":"J. Qual. Assur. Hosp. Tour."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1007\/BF02291575","article-title":"An index of factorial simplicity","volume":"39","author":"Kaiser","year":"1974","journal-title":"Psychometrika"},{"key":"ref_77","doi-asserted-by":"crossref","unstructured":"Pett, M.A., Lackey, N.R., and Sullivan, J.J. (2003). Making Sense Of Factor Analysis: The Use of Factor Analysis for Instrument Development in Health Care Research, Sage.","DOI":"10.4135\/9781412984898"},{"key":"ref_78","first-page":"397","article-title":"Factors influencing professionals\u2019 decision for cloud computing adoption","volume":"2","author":"Mathur","year":"2014","journal-title":"Int. J. Res. Advent Technol."},{"key":"ref_79","first-page":"121","article-title":"Service quality and students level of satisfaction in private colleges in Vietnam","volume":"7","author":"Pham","year":"2016","journal-title":"Int. J. Financ. Res."},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"66","DOI":"10.1136\/eb-2015-102129","article-title":"Validity and reliability in quantitative studies","volume":"18","author":"Heale","year":"2015","journal-title":"Evid.-Based Nurs."},{"key":"ref_81","first-page":"1","article-title":"Cronbach\u2019s alpha: A tool for assessing the reliability of scales","volume":"37","author":"Santos","year":"1999","journal-title":"J. Ext."},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"1273","DOI":"10.1007\/s11165-016-9602-2","article-title":"The Use of Cronbach\u2019s Alpha When Developing and Reporting Research Instruments in Science Education","volume":"48","author":"Taber","year":"2018","journal-title":"Res. Sci. Educ."},{"key":"ref_83","unstructured":"Hair, J.F., Black, W.C., and Babin, B.J. (2010). Multivariate Data Analysis: A Global Perspective, Pearson Education."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"2052","DOI":"10.1108\/EJM-02-2021-0095","article-title":"Exploring the dark side of integrity: Impact of CEO integrity on firms\u2019 innovativeness, risk-taking and proactiveness","volume":"56","author":"Gala","year":"2022","journal-title":"Eur. J. Mark."},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"1","DOI":"10.3310\/hta7280","article-title":"A randomised controlled trial to assess the impact of a package comprising a patient-orientated, evidence-based self-help guidebook and patient-centred consultations on disease management and satisfaction in inflammatory bowel disease","volume":"7","author":"Kennedy","year":"2003","journal-title":"Health Technol. Assess."},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"320","DOI":"10.1207\/s15328007sem1103_2","article-title":"In Search of Golden Rules: Comment on Hypothesis-Testing Approaches to Setting Cutoff Values for Fit Indexes and Dangers in Overgeneralizing Hu and Bentler\u2019s (1999) Findings","volume":"11","author":"Marsh","year":"2004","journal-title":"Struct. Equ. Model. Multidiscip. J."},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/10705519909540118","article-title":"Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives","volume":"6","author":"Hu","year":"1999","journal-title":"Struct. Equ. Model. Multidiscip. J."},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"419","DOI":"10.1377\/hlthaff.2009.0734","article-title":"Predicting support for restricting food marketing to youth","volume":"29","author":"Goren","year":"2010","journal-title":"Health Aff."},{"key":"ref_89","first-page":"42","article-title":"Factors leading to consumer perceived value of smartphones and its impact on purchase intention","volume":"9","author":"Haba","year":"2017","journal-title":"Glob. Bus. Manag. Res. Int. J."},{"key":"ref_90","doi-asserted-by":"crossref","unstructured":"Jakkaew, P., and Hemrungrote, S. (2017, January 1\u20134). The use of UTAUT2 model for understanding student perceptions using Google classroom: A case study of introduction to information technology course. Proceedings of the International Conference on Digital Arts, Media and Technology (ICDAMT), Chiang Mai, Thailand.","DOI":"10.1109\/ICDAMT.2017.7904962"},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"1306","DOI":"10.1177\/0266666915597546","article-title":"The influence of learning value on learning management system use: An extension of UTAUT2","volume":"32","author":"Ain","year":"2016","journal-title":"Inf. Dev."},{"key":"ref_92","doi-asserted-by":"crossref","first-page":"357","DOI":"10.1108\/JIMA-04-2017-0038","article-title":"Acceptance of mobile banking in Islamic banks: Evidence from modified UTAUT model","volume":"10","author":"Raza","year":"2019","journal-title":"J. Islam. Mark."},{"key":"ref_93","doi-asserted-by":"crossref","unstructured":"Korn, O., Zallio, M., and Schnitzer, B. (2024). Young skeptics: Exploring the perceptions of virtual worlds and the metaverse in generations Y and Z. Front. Virtual Real., 5.","DOI":"10.3389\/frvir.2024.1330358"},{"key":"ref_94","doi-asserted-by":"crossref","first-page":"1431","DOI":"10.1080\/10447318.2024.2314358","article-title":"Exploring User Adoption of ChatGPT: A Technology Acceptance Model Perspective","volume":"41","author":"Ma","year":"2024","journal-title":"Int. J. Hum.-Comput. Interact."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/159\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T18:02:20Z","timestamp":1760032940000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/159"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,7,1]]},"references-count":94,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2025,9]]}},"alternative-id":["jtaer20030159"],"URL":"https:\/\/doi.org\/10.3390\/jtaer20030159","relation":{},"ISSN":["0718-1876"],"issn-type":[{"type":"electronic","value":"0718-1876"}],"subject":[],"published":{"date-parts":[[2025,7,1]]}}}