Metaverse dynamics: decoding behavioral shifts and work satisfaction in organizational life

Purpose This study aims to investigate the impact of behavioral aspects of a metaverse on work and life satisfaction within an organization. This study examines how virtual world interactions shape employee behaviors and, in turn, influence attitudes toward the metaverse and work–life satisfaction. Design/methodology/approach This study was administered through empirical research, and 468 respondents’ data were collected from various employees of organizations located in the Gulf and South Asian countries. A confirmatory factor analysis and a structural equation model were applied to draw results. Findings The result indicates that successful user adaptation, opportunities for self-expansion and identity and expression in the metaverse positively contribute to employees’ attitudes. Similarly, challenges, considerations and perceived risk are factors for employees to adapt metaverse. The results show that attitude toward the metaverse mediates work and life satisfaction. This reveals major challenges and risks associated with the implication of the metaverse in organizations. Research limitations/implications Human behavior is complex in nature and context-dependent. Research on individual interaction in the virtual world adds multiple complexities. The current study restricted behavioral aspects of employees in its implications. Practical implications The study has made a significant contribution to industry, particularly to the service sector. The outcome of the study unveils the genuine behavioral concern associated with the implications of the metaverse. Originality/value The study’s findings provide a deeper understanding of individuals’ behavioral aspects while implementing the metaverse. The findings contribute to the industry by exploring the opportunities and risks involved in technical implications and academia with metaverse literature.