Examining metaverse and electronic word-of-mouth adoption intention through the information adoption and attitude contagion model

The role and impact of digitalization through electronic communication tools in the adoption processes of new products, brands, and technologies is increasing day by day. The proliferation of social media has paved the way for the mutual/two-way transfer and dissemination of information. Today, innovative ideas or opinions about a product or service can be clearly expressed through websites or social media platforms. When consumers interact with such information, their perceptions of the relevant product or service are reinforced. The Metaverse, referred to as the future of the internet, has been announced through online platforms and has attracted considerable attention. Consumer comments and interactions have contributed to the spread of the concept, with the number of people searching for the term Metaverse increasing by 7,200% in 2021 alone. In this context, electronic word-of-mouth communication forms a basis for information transformation, but the actual impact of the information received may vary from person to person. This impact is also effective in the acceptance and adoption processes of new products. The response of individuals who obtain information about a new product or service through other people's comments or posts on online platforms is fundamentally dependent on three main factors. These are the individual's personal interest in the product, the reliability of the information source, and the social influence of the individual's exposure to environmental factors. The aim of this study is to explain the intention to adopt the Metaverse and electronic word-of-mouth communication within the framework of the information adoption model and attitude contagion theory. To this end, the data from a survey conducted with 800 volunteer participants were analyzed using the SmartPLS statistical analysis program. According to the findings of the study, which used structural equation modeling for hypothesis testing, source credibility, interest, and social influence positively and significantly affect attitudes toward online comments related to the Metaverse. In the context of attitude contagion, the effect of attitude toward online comments on attitude toward the Metaverse is stronger than the effect of electronic word-of-mouth communication. The study results indicate that comments on online platforms, which are today's fastest and most accessible source of information, and electronic word-of-mouth communication influence the adoption of new technologies. This study developed a model measuring Metaverse adoption intention within the scope of information adoption, electronic word-of-mouth communication adoption, and attitude contagion theories. In this sense, it contributes to the existing literature and theory. In the IPMA analysis results, which provide an in-depth look at the sector, attitude towards the Metaverse and the impact of online comments were the factors that most influenced the intention towards the Metaverse. In this sense, it can be said that the study contributes to the literature both practically and theoretically. Keywords: Metaverse, information adoption model, electronic word of mouth communication, attitude contagion theory, consumer adoption intention