Teknoloji Kabul Modeli Bağlamında Sosyal Etkinin Metaverse Teknolojilerini Kullanma Niyetine Etkisi.

Metaverse is a concept that emerged with digital transformation. The acceleration of technological developments and the change in the way of doing business make it necessary for businesses to adapt to this change by adopting disruptive business models. Businesses need to recognize the metaverse market and understand consumer demands in the meta world to gain a competitive advantage. From a marketing perspective, understanding consumers' intention to use metaverse technologies and determining marketing strategies accordingly can provide valuable insights to businesses and help develop marketing strategies for metaverse. This study aims to investigate the impact of the Technology Acceptance Model (TAM) dimensions and social influence on the intention of consumers living in Turkey to use metaverse technologies. For this purpose, 201 people were surveyed and the data were tested with structural equation modeling. In the study, the Technology Acceptance Model (TAM) was used to determine the factors affecting the use of metaverse technologies. According to the research findings, perceived ease of use positively affects perceived usefulness and attitude towards metaverse. In addition, perceived usefulness positively affects attitude towards metaverse, while attitude towards metaverse and social influence positively affect intention to use metaverse technologies. It is aimed that the research findings will expand the metaverse marketing literature and guide marketing practitioners. [ABSTRACT FROM AUTHOR]