Examining the Effects of Technology Self-Efficacy and Social Presence on Metaverse Attachment and Continuation Intention

Authors : Fatma Demirağ

Pages : 107-126

Doi:10.30622/tarr.1608295

View : 60 | Download : 30

Publication Date : 2025-03-20

Article Type : Research Paper

Abstract :This study adopts the technology affordance theory and stimulus-organism-response theory (SOR). Technology affordance theory argues that technology offers users opportunities to perform specific actions. This theory focuses on how users realize the opportunities provided by the design and how they use them. On the other hand, stimulus-organism-response theory explains how environmental stimuli affect the individual and how the organism (individual) responds to these stimuli. A stimulus in the external world (e.g. an advertisement, product design, or website interface) affects an organism (individual). This effect leads to a specific reaction (e.g. a purchase decision, mood change, positive or negative thoughts, etc.). This model provides a psychological and behavioral framework to understand how people respond to environmental factors. In light of these theories, the study examines the effects of technology self-efficacy and social presence on metaverse attachment and intention to continue using metaverse-based virtual platforms. The study was designed based on the quantitative research method. The research design was based on digital games because digital games offer the closest experience to the metaverse world, and young consumers show a strong interest in them. Digital games in the metaverse were shown to university students and participants who wanted to participate in the study experienced these digital games. The research data were collected from 387 university students through a survey. The relationships between the variables were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. According to the research results, the participants significantly affected their technology self-efficacy, social presence and metaverse attachment. Social presence also affects attachment to the metaverse and continuation intention. In addition, it was determined that attachment to the metaverse affects the intention to continue using metaverse-based virtual platforms. The research also revealed that metaverse attachment and social presence mediate the relationship between technology self-efficacy and continuation intention. It was also found that social presence mediates the relationship between technology self-efficacy and continuation intention. This research provides theoretical and practical insights into consumers’ metaverse-based technological self-efficacy, social presence, attachment, and metaverse continuance intention. Theoretically, considering the increasing role of virtual environments in society, the study provides a valuable framework for understanding metaverse participation and shaping the future. In addition, it is thought that examining the connection between the virtual world and the real world contributes to the development of new approaches to continuance intention and an in-depth understanding of social interaction in virtual environments. In practical terms, understanding how new technologies such as the metaverse are used, especially among young consumers, provides important data on technology acceptance and user behavior. Such studies can contribute to the more effective design of metaverse platforms by revealing the effects of technological self-efficacy and social presence on user experience. It is understood that social presence and technology perceptions can strengthen users’ attachments to the metaverse and affect their intention to use the platforms for extended periods. These findings provide valuable information for users\\\' marketing strategies and promotional methods. Examining the impact of technology self-efficacy and social presence perception on individuals\\\' commitment to metaverse experiences and continuous usage intentions can help deeply understand the role of psychological and technological factors on user behavior. As a result, this study can contribute to developing user-centered strategies by businesses developing metaverse platforms.
Keywords : Teknolojik öz yeterlilik, sosyal varlık, metaverse, metaverse

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