ANALYZING THE KEY DRIVERS OF METAVERSE ADOPTION IN INDIA USING THE BEST-WORST METHOD

The study employs the Best-worst method (BWM) to analyze the factors influencing metaverse adoption in India. BWM is a Multi-Criteria Decision-Making (MCDM) technique that systematically prioritizes criteria by comparing the best and worst elements within a set of options. This study effectively identifies and ranks the key drivers of metaverse adoption based on expert opinions and extensive literature reviews. The analysis begins with the identification of relevant factors and their sub-factors, encompassing utilitarian, social, personal, and hedonic aspects. Through the BWM, the research quantifies the importance of each factor, revealing a hierarchical structure that highlights the predominance of utilitarian benefits over other dimensions. The results provide a robust framework for future research in similar contexts. Ultimately, the findings accentuate the need for tailored strategies to stimulate metaverse engagement among Indian users.