Technology Awareness and Metaverse Adoption Intentions: A Moderated Mediation Model Based on the Theory of Planned Behavior
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study explains the mechanism by which technology awareness shapes employees’ intention to use metaverse technology. Applying the theory of planned behavior, this study also explains the mediating roles of attitude, subjective norms, and perceived behavioral control. It also uses perceived risk as a moderator that weakens all mediation effects. Data were collected through a cross-sectional survey of 384 employees in service organizations in Istanbul. For analysis, partial least squares structural equation modeling was performed using SmartPLS. The results show that technology awareness significantly affects employees’ intention to use the metaverse through the three mediating variables. Moreover, perceived risk is a significant moderator of all mediating variables linking technology awareness to the intention to use metaverse technology. This empirical research not only contributes to the planned behavior literature but also provides practical insights for service organizations. It helps them realize the significance of technology awareness initiatives in the workplace and the need to mitigate perceived risks when operating within metaverse platforms.
Institution: Istanbul Commerce University
Language: Turkish
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7214925965