Exploring the metaverse: what drives millennials and Gen Z to embrace virtual worlds?

Purpose The purpose of this study is to investigate the motivational factors influencing young users’ attitudes and behavioral intentions to use the metaverse and reveal differences between Gen Y and Z. Design/methodology/approach Structural equation modeling with a multi-group approach was used to assess the proposed model. Data were collected from 470 young users in Turkey through trying out the Decentraland. Findings The results showed that fear of missing out (FOMO) and self-extension significantly increase positive usage intention, while status-seeking and innovativeness positively influence attitudes toward use. Furthermore, FOMO, self-extension and status-seeking are stronger motivators for Gen Y than Gen Z; however, innovativeness did not vary between groups. Surprisingly, the findings supported that increasing perceived usefulness reduces the positive indirect effect of FOMO on behavioral intention via attitude. Originality/value This research enriches the expanding literature on the metaverse and provides actionable insights for businesses aiming to engage with young users through this emerging platform.