Adoption of metaverse in supply chain – an empirical investigation based on technology–task fit perspective

Purpose This study examined metaverse adoption in supply chain management (SCM) through the lens of technology–task fit (TTF) and perceived value (PEV), stressing how real-time data integration, visualization and security (SEC) augment effectiveness, decision-making and collaboration. Design/methodology/approach This study explores metaverse adoption in SCM utilizing TTF and PEV , steering how data integration, visualization and SEC boost performance by utilizing a multi-method approach such as PLS-SEM and semi-structured based qualitative interviews. Findings The results clearly indicate that TTF effects metaverse adoption in SCM, with data, SEC and visualization thereby advancing PEV . Although metaverse adoption enhances efficiency and collaboration in organizations, implementation of this technology is mainly hampered by cost, privacy and skill gaps. Practical implications To enhance metaverse adoption in SCM, managers should improve real-time data, visualization and simulations to enhance TTF. The managers should contemplate on skill gaps and privacy risks via training and cybersecurity. Furthermore, utilizing virtual modeling and analytics can lead to agility, resilience and competitive edge. Originality/value This study advances the metaverse adoption research in SCM by utilizing TTF and PEV as the key constructs. The findings contribute to both theory and practice, guiding firms toward digital innovation and competitive advantage.