Exploring Consumer Adoption of the Metaverse in Chinese E-Commerce: A Theoretical Approach Based on TAM and DIT

Purpose: This paper investigates Chinese e-commerce consumers' adoption intentions towards the Metaverse. Design/methodology/approach: The study uses a cross-sectional research design, combining the Diffusion of Innovations Theory (DIT) and the Technology Acceptance Model (TAM) with additional variables (social influence and personal innovativeness). Data is collected through a survey questionnaire and analyzed using structural equation modeling (SEM), based on responses from 566 conveniently sampled participants. Findings: Results show that relative advantage, compatibility, observability, social influence, and personal innovativeness positively impact perceived usefulness and perceived ease of use, which in turn positively influence consumers' attitudes and usage intentions. Research limitations/implications: Limitations include potential biases in data collection, concerns about external validity, and the influence of unconsidered variables on the model's explanatory power. The study enhances DIT and TAM by introducing and redefining key factors, offering a comprehensive perspective on consumer adoption intentions in e-commerce, and laying a strong foundation for future research. Originality/value: This research adopts a consumer-centric approach, integrates and enhances TAM and DIT models, and focuses on Chinese urban consumers, expanding the understanding of Metaverse applications. It provides practical guidance to businesses, policymakers, and technology developers in navigating the evolving landscape of Metaverse adoption.