Resumo

Technological advances have significantly shaped our communication patterns, with the metaverse emerging as a notable development. Initially coined in 1990s science fiction, the metaverse has evolved into a business with various applications. It transcends gaming, impacting sectors like healthcare, education, and social commerce. The COVID-19 pandemic accelerated digitalization, boosting interest in technologies like the metaverse. This study aims to explore the factors influencing the adoption of the metaverse among gamers and non-gamers, utilizing the Technology Acceptance Model (TAM).

This study addresses the gap in understanding the factors influencing the intention to adopt the metaverse among both gamers and non-gamers. Despite the metaverse's growing prominence across various sectors beyond gaming, there is limited academic research on the antecedents that drive its adoption. The objective is to analyze these factors using the Technology Acceptance Model (TAM) to provide insights for marketers and policymakers aiming to foster broader metaverse

metaverse integrates augmented reality offers immersive experiences that blend virtual and real worlds. It transforms social interactions, learning, and consumption patterns, creating new economic opportunities through digital goods, virtual markets, and currencies (Belk et al., 2022). TAM, based on the theory of reasoned action, examines perceived usefulness and ease of use as primary determinants of technology acceptance (Toraman & Geçit, 2023). This study formulates hypotheses to investigate the influence of these factors, alongside trust, compatibility, and social influence, on metaverse

This explanatory and descriptive research employs a quantitative approach, collecting data through an online and in-person questionnaire from January to May 2024. Participants were Brazilian adults over 18, categorized as gamers or non-gamers. Using structural equation modeling, a sample size of 201 gamers and 238 non-gamers was obtained. The questionnaire, divided into three sections, aimed to identify the factors influencing the intention to adopt the metaverse, ensuring a robust statistical analysis.

The study revealed that perceived usefulness and ease of use significantly impact the intention to adopt the metaverse among both gamers and non-gamers. Trust in the technology and its compatibility with users' habits also played crucial roles. Social influence was a notable factor among gamers. The findings underscore the importance of addressing both technological and psychological aspects to enhance metaverse adoption.

The research highlights the varying factors influencing metaverse adoption between gamers and non-gamers. For effective promotion and adoption, it is essential to consider perceived usefulness, ease of use, trust, compatibility, and social influence. These insights provide valuable guidance for developers, technology companies, and policymakers to tailor strategies that meet the diverse needs of users, fostering wider acceptance of the metaverse.

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