Publicação
All talk and no trousers : a social influence perspective on drivers of metaverse use
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Silva, Susana Cristina Lima da Costa e | |
| dc.contributor.advisor | Cicco, Roberta De | |
| dc.contributor.author | Cruz, Margarida Pereira Curralo da | |
| dc.date.accessioned | 2023-09-27T17:08:45Z | |
| dc.date.available | 2023-09-27T17:08:45Z | |
| dc.date.issued | 2023-03-01 | |
| dc.date.submitted | 2022-12 | |
| dc.description.abstract | So Hiro’s not actually here at all. He’s in a computer-generated universe that his computer is drawing onto his goggles and pumping into his earphones. In the lingo, this imaginary place is known as the Metaverse. (Stephenson, 1992) With an ever-growing number of brands investing in their Metaverse presence, literature must fill the gap regarding users’ consumption behaviour on the Metaverse. This study set out to examine the individual- and social influence factors driving users' intention to use the Metaverse as well as the moderating role of fashion clothing product involvement. An online survey composed of 322 participants was administered to test out hypotheses. Results show that purposive value, personal innovativeness and external subjective norm explain intention to use the Metaverse and should be taken into account by brands when considering the process of entering the Metaverse. Findings also support the moderating effect of fashion clothing product involvement on the relation between social identity and intention to use. The study adds to extant research by being the first to implement a Social influence Model on the Metaverse and investigating not previously-tested relationships. From a managerial outlook, it provides theoretical support for fashion (and other) brands willing to enter the Metaverse, by explaining drivers of Metaverse use and pointing out users’ expectations regarding this new technology. | pt_PT |
| dc.description.abstract | So Hiro’s not actually here at all. He’s in a computer-generated universe that his computer is drawing onto his goggles and pumping into his earphones. In the lingo, this imaginary place is known as the Metaverse. (Stephenson, 1992) Com um número cada vez maior de marcas a investir na sua presença no Metaverse, preencher a lacuna referente ao comportamento do consumidor no Metaverse é um dever da Literatura. O presente estudo propôs-se a examinar os fatores de influência individual e social que impulsionam a intenção de uso do Metaverse, assim como o papel moderador do envolvimento com produtos de roupa de moda. Para tal, foi difundido um questionário online, contando com uma amostra de 322 participantes. Os resultados indicam que o valor intencional, a inovação pessoal e a norma subjectiva externa explicam a intenção de uso do Metaverse e devem ser tidos em consideração pelas marcas no momento de entrada no Metaverse. Os resultados suportam ainda o efeito moderador do grau envolvimento com produtos de roupa de moda na relação entre identidade social e intenção de uso. O estudo contribui para a pesquisa existente por ser o primeiro a implementar um Modelo de Influência Social no contexto do Metaverse e a investigar relacionamentos não testados anteriormente. Do ponto de vista prático, fornece suporte teórico para marcas de moda (e outras) que almejem entrar no Metaverso, explicando os antecedentes de uso do Metaverse e apontando as expectativas dos usuários em relação a esta nova tecnologia. | pt_PT |
| dc.identifier.tid | 203350529 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/42688 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Metaverse | pt_PT |
| dc.subject | Social influence | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Fashion involvement | pt_PT |
| dc.subject | Influência social | pt_PT |
| dc.subject | Comportamento do consumidor | pt_PT |
| dc.subject | Envolvimento com a moda | pt_PT |
| dc.title | All talk and no trousers : a social influence perspective on drivers of metaverse use | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing | pt_PT |