Examining Attitudes toward the Metaverse and Consumer Behavior through the Perspective of the Technology Acceptance Model

This study examines the intention to use metaverse technology in online shopping in Turkey from the consumer behavior perspective with the Technology Acceptance Model (TAM). In the study, which uses the survey technique in the context of numerical research, data obtained from 471 participants with online shopping experience and questions created for the research were analyzed. As a result of the data analyzed using the structural equation model, it is understood that perceived usefulness and ease of use from the metaverse significantly and positively affect consumer attitudes; consumer attitudes also affect behavioral intention, and ultimately behavioral intention positively affects actual use. The statistical findings obtained from the study show that metaverse technology is an important factor in directing consumer behavior in online shopping environments and it is understood that these results overlap with studies conducted in similar areas in the literature. The study emphasizes the need for marketers and businesses running in the online environment to develop innovative and consumer-oriented strategies to increase consumers' usefulness and ease of use in the metaverse environment and contributes to future studies in this field.