Extending TAM and UTAUT for Meta-Banking Adoption Intention: Roles of Technostress, AR/VR Experience, and Perceived Value

This study examines the determinants of meta-banking adoption by extending the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to include technostress, AR/VR experience, and perceived value. Data from 312 respondents with prior AR/VR exposure were analyzed using confirmatory factor analysis (CFA) and multi-group structural equation modeling (SEM), and multi-group SEM. The measurement model met the necessary reliability and validity standards (with Cronbach’s α at least 0.74, CR at least 0.83, and AVE at least 0.56), and confirmed discriminant validity through HTMT, which was below 0.85. The CFA indices showed a good fit, with values like χ²/df at 2.8, CFI at 0.96, RMSEA at 0.049, and SRMR at 0.041. Testing for measurement invariance demonstrated that both configural, metric, and scalar invariance were upheld among users of Islamic and conventional banking. The findings indicate that factors such as perceived ease of use, usefulness, facilitating conditions, and compatibility all positively affect perceived value. In contrast, technostress has a negative influence on it. Moreover, perceived value is a strong predictor of adoption intention, with trust in technology playing a crucial moderating role. Multi-group analysis further shows that Islamic banking users have a stronger connection between perceived usefulness, ease of use, and their intention to adopt compared to conventional banking users. These insights enhance technology adoption theory by weaving in psychological and cultural aspects into the TAM/UTAUT framework, while also providing practical guidance for creating user-friendly and trust-building AR/VR banking solutions.