Can I invest in Metaverse? The effect of obtained information and perceived risk on purchase intention by the perspective of the information adoption model

Abstract

Metaverse is a virtual universe that combines the physical world and the digital world. People can socialize, play games and even shop with their avatars created in this virtual environment. Metaverse, which is growing very fast in terms of investment, is both a profitable and risky area for consumers. In order to enter the Metaverse for investment purposes, it is necessary to do a certain research and gather information. In this direction, the aim of the study is to determine the effect of the quality of the information obtained by the consumers about the metaverse world, the reliability of the information and the perceived risk, on the purchase intention from the point of view of the information adoption model. For the research, data were collected online from 495 consumers who were interested in metaverse investment. AMOS and SPSS package programs were used in the analysis. First, descriptive statistical analyzes were made for the basic structure of the variables. Then the reliability and validity of the model were tested. Finally, the structural equation model was used to test the proposed model. According to the findings, the reliability and quality of the information affect the purchase intention positively and significantly, while the perceived risk affects the purchase intention negatively and significantly.