User adoption of metaverse-based digital storytelling for intangible cultural heritage: a value–emotion–ethics framework

Purpose This study aims to investigate the factors that influence the adoption of metaverse-based digital storytelling platforms designed to preserve and engage intangible cultural heritage (ICH). Using constructs such as perceived intangible value, emotional engagement, social presence, perceived cultural authenticity and ethical awareness, this study explores how users evaluate and engage with immersive cultural technologies. Design/methodology/approach A conceptual model was developed and tested using a quantitative research approach. The author gather data through an online survey administered to a prospective sample of university students in Jordan, a demographic selected for their digital literacy and exposure to both cultural heritage and emerging technologies. A total of 211 usable responses were retained. To validate the proposed framework, partial least squares structural equation modeling was employed to assess both the measurement and structural models, and to examine the hypothesized relationships between key constructs. Findings The results reveal that emotional engagement, ethical awareness and perceived intangible value significantly influence users’ intention to adopt metaverse-based platforms for ICH. While perceived cultural authenticity shows a marginal effect, social presence does not significantly impact adoption intention. These findings highlight the centrality of emotional and ethical considerations in shaping adoption behavior within cultural storytelling contexts. Originality/value This study contributes a novel adoption framework that integrates emotional, cultural and ethical dimensions specific to the context of digital heritage. It expands existing technology adoption theories by incorporating constructs that are uniquely relevant to the metaverse and ICH. The findings offer both theoretical advancement and practical guidance for developers, designers and cultural institutions seeking to leverage immersive technologies for heritage preservation and engagement.