Metaverse adoption and its implications for entrepreneurial innovation management: the influence of Gen Z’s perception of innovation, privacy and trust

Purpose This study investigates Generation Z’s perceptions of entrepreneurial innovation through the Metaverse, including user perceptions of privacy and trust, and their impact on the acceptance of Metaverse technology. Design/methodology/approach Using a quantitative approach to examine relationships between the targeted factors, this study employs a structural equation modeling (SEM) based on the technology acceptance model extended with the variables related to privacy, trust and product innovation. The data were collected through a survey distributed to a representative sample of Gen Z individuals. Findings The results reveal that user perception of trust and product innovation positively influences attitudes toward using the Metaverse and the behavioral intention to use it. However, while privacy risk is found to significantly influence trust, it does not affect user attitudes or intention to use the Metaverse. Practical implications The results of this study provide useful insights for enterprises, raising considerations to maximize the innovative potential of the Metaverse in the current business ecosystem. The understanding of Gen Z’s perceptions can help enterprises to better adapt their innovation management practices so as to effectively engage this demographic, ensuring the successful adoption of Metaverse technologies. Originality/value This study is among the first empirical investigations on the impact of Gen Z on innovation management through the Metaverse, which is an emerging and increasingly important area.