Sowmya G, Debarun Chakraborty, Aruna Polisetty, Sangeeta Khorana, Dimitrios Buhalis

Use of metaverse in socializing: Application of the big five personality traits framework

  • Marketing
  • Applied Psychology
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AbstractSocial media sites, such as Twitter, Instagram, and Facebook, are increasingly interconnected with the metaverse, which has forged a new digital connection between the users and community‐building platforms. The increased accessibility of social media via smartphones provides opportunities for greater social interaction and facilitates users’ interaction online. As the metaverse and social media sites become increasingly connected it presents opportunities for the users to make new digital connections and socialize virtually. This study employs the Big Five personality theory to empirically test how the personality traits of Generation‐Z impact on their intentions to socialize using innovative technology (metaverse). With Personal Innovation and Hedonic Motivation as moderators, we use a mixed‐methods approach that employs a qualitative (n = 24) and quantitative study (n = 436) to understand why Generation‐Z is inclined to use the metaverse for socializing. Confirmatory factor analysis and structural equation modeling analyse the data statistically. Results show that Openness has the highest impact on users’ intention to adopt the metaverse, followed by Extraversion and Agreeableness. Personal Innovation and Hedonic Motivation variables present evidence of positive moderation with the personality traits. Further, generation differences between cohorts and users’ personalities affects their willingness to adopt the metaverse.

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