A field research to determine the factors affecting consumers' intention to buy metaverse products

In today's world, where technological advances and developments in virtual environments continue unabated, it is inevitable for businesses to develop different marketing strategies by considering these developments. Metaverse, which has become a popular concept with developing digital technologies and expresses a new digital world beyond the universe, has become a new marketing platform for both businesses and consumers. This study aims to determine the factors that affect consumers' intention to purchase Metaverse products. In order to test the hypotheses developed in accordance with the model of the study, which was designed as a quantitative research, 450 participants were included in the study by online questionnaire method. The collected data were analyzed using the SPSS 27.0 package program. Descriptive statistics, Independent Sample T-Test, Pearson Correlation Test, One-Way Analysis of Variance (ANOVA) and Multiple Regression Analysis were used in the analysis of the survey data. According to the results of the analysis, consumers' Metaverse knowledge, attitude and awareness are moderate. A significant difference was found between the dimensions of digitalization with age, social and lifestyle with education, extroversion personality type and technology, digitalization and social, high level of loneliness and social, digitalization with the time spent on the internet, digitalization with the technology owned and lifestyle with the means of access to the internet. A positive relationship was found between extroversion personality type and Metaverse product purchase intention. It has been determined that technology and digitalization knowledge, attitude and awareness levels affect consumers' intention to purchase Metaverse products.