Exploring trust and social cognition in the adoption of Metaverse-based museums

Purpose This study examines the factors influencing users' intentions to adopt virtual reality (VR) technologies in museums, emphasizing the role of social cognitive theory (SCT) constructs and trust dimensions (ability, integrity and benevolence). Design/methodology/approach A survey of 413 university students from the UAE, KSA and Kuwait was conducted, and partial least squares structural equation modeling (PLS-SEM) was applied to analyze the relationships between SCT constructs, trust and behavioral intention. Findings SCT constructs significantly impact trust and intention to use VR in museums. Trust is a key mediator whose dimensions play pivotal roles in shaping behavioral intentions. Gender moderates these relationships, while cultural and age differences have minimal effects. Originality/value This study advances understanding of the psychological and trust-based factors driving VR adoption in cultural contexts. It provides actionable insights for enhancing users’ adoption of Metaverse-based museums, supporting practitioners and policymakers in leveraging VR technologies within the Metaverse.