Awareness and acceptance of consumer participation in Metaverse of Thailand
Keywords:
metaverse, technology acceptance, innovationAbstract
Purpose of this research was to determine factors affecting technology acceptance using metaverse platform in Thailand. Conceptual framework was based on Theory Reason Action and Technology Acceptance Model. Stratified random sampling technique was applied to select 463 users of metaverse platform to answer self-reported questionnaire. Data were analyzed by Linear Regression Model. Research findings revealed that factors that significantly affected level of technology acceptance using metaverse platform in Thailand consisted of perceived number of peers, perceived number of cross-platform, perceived complement, perceived usefulness, perceived ease of use, perceived security, injunctive norm, descriptive norm, subjective norm and behavior intention.
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