Received: 6 March 2023 | Accepted: 16 June 2023 DOI: 10.1002/mar.21863 REVIEW ARTICLE Use of metaverse in socializing: Application of the big five personality traits framework | Aruna Polisetty1 | Sowmya G1 | Debarun Chakraborty2 | Dimitrios Buhalis4 Sangeeta Khorana3 1 Department of Management, Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Maharashtra, India 2 Department of Management, Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Maharashtra, India 3 Department of Economics, Finance and Entrepreneurship, Aston Business School, Birmingham, UK 4 Department of Management, Bournemouth University Business School, Poole, UK Abstract Social media sites, such as Twitter, Instagram, and Facebook, are increasingly interconnected with the metaverse, which has forged a new digital connection between the users and community‐building platforms. The increased accessibility of social media via smartphones provides opportunities for greater social interaction and facilitates users’ interaction online. As the metaverse and social media sites become increasingly connected it presents opportunities for the users to make new digital connections and socialize virtually. This study employs the Big Five personality theory to empirically test how the personality traits of Generation‐Z impact on their intentions to socialize using innovative technology (metaverse). With Correspondence Sangeeta Khorana, Department of Economics, Finance and Entrepreneurship, Aston Business School, Birmingham, UK. Email: s.khorana@aston.ac.uk Personal Innovation and Hedonic Motivation as moderators, we use a mixed‐ methods approach that employs a qualitative (n = 24) and quantitative study (n = 436) to understand why Generation‐Z is inclined to use the metaverse for socializing. Confirmatory factor analysis and structural equation modeling analyse the data statistically. Results show that Openness has the highest impact on users’ intention to adopt the metaverse, followed by Extraversion and Agreeableness. Personal Innovation and Hedonic Motivation variables present evidence of positive moderation with the personality traits. Further, generation differences between cohorts and users’ personalities affects their willingness to adopt the metaverse. KEYWORDS Big Five personality trait theory, community‐building, Hedonic motivation, metaverse, personal innovation, social media, virtual socializing 1 | INTRODUCTION environment, irrespective of their physical location, which is particularly valuable for individuals living in remote areas or with The metaverse is a new Internet iteration integrating virtual reality mobility issues (Buhalis et al., 2020; Dwivedi et al., 2022; Wang et al., (VR) headsets, blockchain technology and avatars to merge the 2022). Moreover, the metaverse offers diverse social experiences, physical and virtual worlds (Lee et al., 2021). Social interaction in from virtual parties and events to gaming and other activities, which virtual world has, however, been available since the early and mid‐ enable users, in particular Generation Z—the demographic cohort 2000s (Dwivedi et al., 2022; Verma et al., 2023). By creating a VR born between 1990s and 2010, to form friendships and build space, where users can interact with each other, the metaverse has communities through their avatars (Fernandez & Hui, 2022; Oh et al., the potential to facilitate social interaction in several forms. For 2023). Some potential applications being developed include VR example, it enables people to connect and interact in a shared gaming, social VR and virtual workspaces (Buhalis et al., 2023; Psychol Mark. 2023;1–19. wileyonlinelibrary.com/journal/mar © 2023 Wiley Periodicals LLC. | 1 | Lee et al., 2021). Further, online gaming and social media platforms, which have massive number of users, are also attracting new people SOWMYA G ET AL. Within the context of India this study addresses the following research questions: to virtual experiences and social events (Oh et al., 2023). Social media and the metaverse are two digital domains that have become increasingly interconnected in recent years, and this RQ1: What drives Gen Z to adopt the metaverse for socializing? intertwining offers new opportunities for digital connection and community‐building as well as to share experiences and connect with RQ2: others who share similar interests (Oh et al., 2023). As the metaverse intentions of Gen Z to use the metaverse? Do individual personality traits affect the behavioral continues to develop and expand, social media serves as a gateway for individuals to enter and engage with these virtual worlds (Buhalis This research on the adoption of the metaverse for socializing by et al., 2023; Lee et al., 2021). Studies suggest that as the metaverse Gen Z cohort makes three significant contributions. First, it provides evolves, social media platforms may begin to incorporate more an interdisciplinary framework to see that how the personality traits metaverse‐like features, further blurring the lines between the two are influencing Generation Z's inclination to use the metaverse for domains which offer additional new opportunities for digital socializing. The findings enrich the academic domain on the factors connections, socializing and community‐building (Leal et al., 2022). that drive the adoption of metaverse for socializing and add to In addition, the metaverse enables new forms of creative expression literature on personality traits and technology adoption Existing and allows for the creation of virtual communities that bring people studies examining technology adoption are largely uni dimensional with common interests and hobbies together (Jekese et al., 2023). (Blut & Wang, 2020; Bölen et al., 2021). The uniqueness of this study The move to the metaverse was propelled by changes in daily is its ability to combine diverse domains of psychology, technology routines brought about by the pandemic that resulted in intensive use and marketing to analyse the relationship between personality traits of technology (UTAUT) to compensate for the loss of social support and the adoption of metaverse for socializing. Second, it highlights and communication (Chakraborty, 2022; Nosek, 2023; Twenge the important role of hedonic motivation and personal innovative- et al., 2019). Poskus & Zukauskiene (2017) identify three major ness as moderators in the relationship between personality traits and motivations for using the metaverse: experiencing new things (41%), metaverse adoption. Individual differences in technology adoption communicating with others (40%), and escaping from physical pair with high levels of hedonic motivation and personal innovative- surroundings (28%). Whilst the metaverse is building new communi- ness to varying degrees in affecting technology adoption. The ties an issue that needs attention is that it is difficult to forecast findings offer policy implications for practitioners seeking to promote human behavior in online environments (Venkatesh et al., 2012) the adoption of metaverse for socializing among Gen Z. Third, the because different personality traits affect human behavior in online research focuses on a mixed‐method framework to gain insight into environments differently (Arpaci & Kocadag Unver, 2020). It is worth the experiences and perceptions of individuals adopting metaverse highlighting that growing dependency of the younger generation on for socializing. The use of interpretive phenomenology in the social media, namely platforms such as Facebook, Instagram, and qualitative analysis strengthens the rigour and systematically exam- Twitter, impacts their behavior, lifestyle and attitudes. Recent ines the respondents’ subjective experiences. Whilst technology research examines the potential impact of younger generations’ adoption theories such as Unified Theory of Acceptance and UTAUT reliance on new virtual platforms such as Facebook Horizon, Second and technology acceptance model (TAM) focus on the technological Life, VR Chat and Zepeto for social activities (Oh et al., 2023) and perspectives or characteristics of a particular technology these do not resulted in enhancing the younger generation's sense of social consider external factors and individual differences affecting tech- presence in the virtual environment. nology adoption, which this paper does. Our study focuses on how Earlier research highlights the positive effect of VR games and individual personality differences affect uptake of specific technol- technology‐powered tools on socializing by Gen Z (Gen Z) (Hamari ogy. Although UTAUT and TAM are pioneering works in technology et al., 2018). Although the metaverse concept is widespread, the studies adoption research, the focus is on are not considered. Our aim was to on determinants affecting its social use by Gen Z are limited (Duan examine the drivers for Gen Z's to incline towards metaverse‐based et al., 2021). This study focuses on Gen Z in India who are early adopters socializing, for which the application of Big Five personality traits was of the metaverse, i.e., the cohort that spends leisure time and engages in deemed more fit and comprehensive. In our study, we considered social relationships via metaverse platforms, namely Snapchat, Facebook, both internal and external factors that influence Gen Z's attitudes and Horizon, Zepeto, and Second Life, among others. According to the World behavior towards metaverse adoption. Economic Forum Report, Gen Z users spend on average 2 h and 55 min The remainder of the study is structured as follows. The next daily on social media, mainly Facebook and Instagram (World Economic session focuses on the theoretical underpinnings, followed by an Forum, 2019). India, as the second‐fastest digitizing economy out of the exploratory study from the perspective of Hermeneutics Phenome- 17 leading economies in the world (Ministry of Electronics & IT, 2019), nology, the results of which are utilized to formally propose the has 97.2 million users of Facebook and 69 million users of Instagram hypotheses. Following the quantitative framework presentation, a between the age of 16–24, and is identified with growing social media series of hypotheses investigating the direct and conditional effects presence, interaction and dependency (Chauhan & Yachu, 2022). are presented. Finally, we outline the theoretical and practical 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License 2 | ET AL. 3 implications of our study to date and discuss the limitations of and job satisfaction (Petasis & Economides, 2020), social sustain- current research and propose an agenda for future studies. ability (Arpaci et al., 2022), social styles (Chung, 2017), relationship with a virtual environment (Sung et al., 2011), sex differences among adolescents (Abdel‐Khalek, 2019) and acceptance of social network- 2 | THEORETICAL FRAMEWORK ing (Rosen & Kluemper, 2008). We applied the Big Five personality traits to gain an understanding of adoption behavior. Each trait The metaverse has the potential to impact younger generation addresses a distinct aspect with varying degrees of impact on positively by increasing their engagement through social media (Lee behavior. These traits combine to form a unique perspective and set & Xie, 2022). It allows users to connect with each other in a novel of experiences shaping everyone's thoughts, beliefs and actions. This immersive manner whilst providing opportunities for social interac- leads to a diversity of intentions, goals and motivations that tion, collaboration and learning. Some metaverse apps (HealthifyMe, distinguish one person from another (Liao et al., 2006). For instance, Cult.fit etc.) are designed to encourage physical activity and healthy an individual with an Openness trait is more likely to be interested in behavior, facilitating younger generations’ adoption of healthy habits using innovative platforms such as the metaverse (Jang & Kim, 2023). (Jekese et al., 2023). Prior studies on mobile applications integration People high in Openness tend to be enthusiastic about adopting new with the Big Five personality traits reveal a diverse area, including technologies. These early adopters may interpose their intentions to online learning (Mo & Mo, 2023), training and education programmes use new technology platforms (Arulogun et al., 2020; Dwivedi (Yilmaz et al., 2023), marketing practices (Giang Barrera & et al., 2022). On the other hand, some traits, such as Agreeableness, Shah, 2023), purchasing decisions (Peng et al., 2012), brand prioritize the wellbeing of others. Individuals who score highly on engagement (Hollebeek et al., 2022) and smartphone addiction Agreeableness exhibit trust and show a great capacity for adapting to (Arpaci et al., 2022). Virtual gaming impacts the younger generations people and surroundings (Chung, 2017). Individuals with this trait positively in terms of socializing (Hamari et al., 2018) and makes them place value on harmony and cooperation in their relationships and positive and realistic in their approach (Sauce et al., 2022). Digital may regard new technology as beneficial to their group (Harris & learning provided several affective benefits for learners (Lee & Vazire, 2016). Responsible and dependable individuals with high Xie, 2022) while digital applications offered individuals several health Conscientiousness benefits as well as assisting in mental health recovery (Colder Carras Saat, 2021) but they are more likely to carry out research and et al., 2018). This technology helped younger generations to cope consider the implications of adoption before making a purchase scores often adopt technology (Dangi & with the psychological loneliness that they faced during the decision (Buhalis & Karatay, 2022). Individuals with a high Extraver- pandemic. Twenge (2019) reported that young generation individuals sion trait tend to be outgoing and to be more easily influenced by the are frequently acknowledged as the loneliest generation and one opinions of others in their social network. They are more likely to whose mental status has been drastically fading due to the social adopt a new product if they perceive it to be popular among their restrictions enacted during the COVID‐19 pandemic. This led to the peers (Colder Carras et al., 2018). Individuals with a high Extraversion creation of some alternatives to engage them (Junus et al., 2023). trait score also are more likely to experience virtual environments and The metaverse is becoming increasingly important in social media engage in a social context (Colder Carras et al., 2018). In contrast, as it offers a new way for people to interact with each other and with individuals who score highly on the Neuroticism trait tend to digital content. By creating immersive, three‐dimensional virtual experience more stress and anxiety. Consequently, they may be environments that users can navigate and customize, the metaverse more cautious about adopting new products or technologies and may allows for more engaging and personalized social experiences. In this require extra information or reassurance before they feel able to digital space, personality traits play a dominant role in shaping how decide (Arpaci et al., 2022). Prior research has suggested that individuals interact with their virtual environment and with others (Oh individuals who have high levels of Neuroticism may be less likely to et al., 2023). There have been extensive discussions on how adopt new technologies (Watjatrakul, 2016). This reluctance can be personality ascribed to their negative perception of the consequences of new factors determine technology adoption (Arulogun et al., 2020; Dwivedi et al., 2022). Traits that are relatively stable technology use (Arpaci et al., 2022). across an individual's lifetime reflect their unique way of thinking, In addition to the Big Five personality traits (Openness, feeling and behaving. These are usually measured by self‐reporting Conscientiousness, Extraversion, Agreeableness and Neuroticism), surveys or observer ratings and can be grouped into five broad Personal Innovativeness and hedonic motivation have been dimensions known as the “Big Five” personality traits (Goldberg, 1992). appended to the study as moderators. The reasons for choosing Based on the literature, we adopt the Big Five personality traits— these factors are outlined below. First, adopting technology necessi- Openness, Conscientiousness, Extraversion, Agreeableness and tates personal innovativeness, which facilitates early intentions to Neuroticism—as the theoretical framework. Prior studies built use such technology (Lee & Xie, 2022). The interest and acceptance theoretically meaningful associations between Big Five personality of innovative technology are highly associated with people having traits and important life outcomes (Block, 1995), friendship and high levels of personal innovativeness (Venkatesh et al., 2012). development (Harris & Vazire, 2016), current political information as Second, hedonic motivation, which is frequently linked to individual relayed by domestic modern media (Zhao, 2022), occupational stress pleasure from leisure activities (Moorthy et al., 2019), is the force that 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G | SOWMYA G ET AL. drives users of the metaverse to socialize, which is an activity individual personality differences on the behavioral intention to use primarily pursued for entertainment and pleasure. the metaverse in socializing (see Appendix). The ethical aspects were Individuals’ preferences in social activities and technological addressed by obtaining the informed consent of the participants adoption differ based on personal attributes and motivations. The during the interview. The interview was audio‐recorded in addition to environment also affects the way that personality traits are noting relevant points in the interviewer's pocket notebook. The expressed, with differences in individuals’ actions apparent between qualitative data were analysed using a series of procedures real and virtual environments, making it challenging to characterize systematically (Smith et al., 2022). The first process involved the human behavior in these settings (Arpaci & Kocadag Unver, 2020). transcription of the audio recordings. The researchers read and More precisely, research on intentions to adopt the metaverse in reread the transcriptions and notes to obtain a firm grip on the daily routines in which people interact in a virtual environment with essence of the data. All the sentences were carefully reviewed to others via their customized avatars is limited. Thus, the present study understand the depth of expression in participants’ statements. The explores the level of self‐other agreement of personality, the factors second process involved horizontalization of data, in which equal that majorly influence individual intentions to use the metaverse in values and weights were assigned to every statement. Consequently, social life. From the above discussions, the present study incorpo- all the non‐repetitive and nonoverlapping statements were thought- rated personality traits with intention to use the metaverse for fully extracted to develop a comprehensive structure of data. The socializing. The study employs a mixed‐methods approach (studies 1 structure of data revealed 22 sub‐themes related to the inquiry. and 2), with a qualitative analysis component followed by a quantitative analysis component to verify qualitative conclusions. The list consisted of frequently observed personality categories such as energetic, enthusiastic, outspoken, empathetic, considerate, trustworthy, forgiving, soft‐spoken, co‐existing, sincerity, consistency, carefulness, composed, diligent, jubilant, calm, stable, relaxed, 3 | E X P L O R A T O R Y ST U D Y : P H A S E 1 inventive, visionary, artistic and curiosity. These sub‐themes were clustered into five themes based on the commonalities observed in 3.1 | Hermeneutic phenomenological study the participants’ personalities (Table 1). The identified themes were initially validated with a reference check to the original notes, and it The qualitative study was designed in line with Heidegger's was observed that the themes were consistent with the eloquent Hermeneutic phenomenological approach (Dabengwa et al., 2023). quotes and expressions underlying the current phenomenon. To Phenomenological studies incorporate an interpretivist methodology validate the analysis, the author relied on all the co‐authors to read, based on the notion that feeling, values and mindset of people impact reflect and extract themes from the collected data (Table 1). Through their behaviors. In other words, it is easy to explore technology this action, the probable biases that might have occurred from adoption behavior by implementing a phenomenological approach. the authors’ prior knowledge and psychological dispositions were Such studies are particularly concerned with developing insights eliminated. The reliability of the themes was assessed following the about the focus of inquiry by examining the subjective perceptions of recommendations of Miles and Huberman (1994). Two independent participants and understanding their lived experiences (Casmir, 1983). researchers (excluding co‐authors) were asked to code 50% of the Using this methodology enables the exhaustive description of verbatim transcription. The first researcher obtained 82% agreement participant perception and experience with the causal explanations and the second researcher obtained 78% agreement for the five and psychological biases of the researchers eliminated. research themes. An agreement level over 70% is considered The present study intends to model the metaverse adoption consistent. Any incongruities between the researchers were resolved behavior of Gen Z through the lens of the phenomenological through discussion and cross‐verifications with the original transcript approach. To maintain consistency, one of the authors conducted and notes. in‐depth interviews with the participants in line with the research questions. An in‐depth interview was conducted with 24 Gen Z users of various metaverse‐based social media platforms in a span of 10 4 | HYPOTHESES DEVELOPMENT days. The respondents for the qualitative study were selected using the snowball sampling technique. Since the usage of metaverse‐ Personality traits and patterns are unique to each individual and exert powered social media platforms is in its nascent stage, we a significant impact on their thoughts and actions. To comprehend approached a few of our students for assistance. With their help, how an individual interacts with the world, it is crucial to understand we identified their peers and other acquaintances within the Gen Z their personality differences. According to Goldberg (1993), examin- age group who were at the early stage of using the metaverse in ing an individual's personality traits can help to predict their behavior. social media. We then obtained the informed consent of these An individual's intentions may be affected by various factors such as participants and proceeded with the interview. Only two interviews a values, beliefs, experiences and life circumstances. day were conducted to avoid overloading the interviewer and so Thus, personality traits are valuable in predicting individuals’ reducing the credibility and efficiency of the interviews. The behavior (Zweig & Webster, 2003). Previous studies have also questions were specifically designed to understand the influence of highlighted the role of personality in explaining how individuals use 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License 4 | ET AL. TABLE 1 5 Themes and sub‐themes of participants’ personality traits. Themes Sub‐themes Meaning Example of verbatims Extraversion Energetic A person who works round the clock actively and happily “The energy level after using metaverse system for a short period is high…it helps to boost my mood and I indulge in my routine activities more effectively” Enthusiastic A person who expresses high levels of excitement, happiness and inspire others with high levels of satisfaction “I always love to and get excited about the new features of technology…I feel joyous and motivated to use the latest technologies and prefers to discuss about it with others” Outspoken A person who expresses opinion frankly without any reservations “In several instances I convinced people about the use of metaverse in social media…. I liked the metaverse experience and use to restrain from people's criticism about it” Empathetic It is the ability to feel what others feel and understand others situations without judgment “I feel metaverse adoption will take sometime since many persons are not aware of these platforms…. I use to help my friends at times to use these metaverse based social networking sites” Considerate A person who understands the rights and privileges of other people and behave with kindness “I know that it takes a while to shape and understand the policies of metaverse…. I generally feel that the goodness of technologies should be enjoyed by all” Trustworthy A person who is able to be trusted and stay dependable “I am very open about the issued involved with metaverse also…. even though there are security vulnerabilities in metaverse, these platforms enhance user interaction effectively” Forgiving Giving up the resentment towards others for their mistake for better relationships and happiness “Through metaverse I am able to effectively interact with others and solve my socializing concerns…. I feel that metaverse helps in better interaction between persons by increasing better virtual relationships and happiness” Soft‐spoken A person who speaks mildly and calmly with an intention to not hurt others “I feel that every technology has its own purpose and it is up to person for using it properly…. I don't feel metaverse is harmful without affecting the socializing fabric…. interactions will calm the stressed life also” Co‐existing Person who likes to live in peace with others in spite of minor disagreements and disputes “I feel that interactions with diverse people is now enhanced…we will get to know more people with cultural and social differences which will bring harmony among relationships” Sincerity A person who is honest in his/her acts and remains emotionally stable irrespective of the happenings in their life “I am truthful of my presence in these sites…I never disguised my identity and seldom gets affected by the noises of such social media platforms” Consistency A person who expresses degrees of prudence and justice and treat others with intrinsic value they deserve “I don't feel I am addicted to metaverse based interactions at all. I generally use it for socializing and leisure purpose…I stick to a particular time frame for using such platforms” Carefulness A person who thinks and works cautiously to reduce the errors and increase efficiency “I am always more cautious of these platforms…. I use to learn from others about the usages of these sites to reduce my mistakes” Composed A person who is self‐possessed and remains free from circumstantial agitations “I don't think use of metaverse in social networking affects my personal as well as work life…. I don't get easily irritated by the happenings of virtual communities and view it as an entertainment only” Diligent A person who blends hard work with smart work and acquire more opportunities through excellence “In metaverse people may use metaverse socializing for increasing their opportunities and personal growth….the possibilities of more virtual contacts will help people in exploring opportunities which is otherwise not possible” Jubilant A person who feels great joy and happy for their victories and express it tangibly “I feel that in course of time people will start using metaverse for their business and job purposes…. effective networking will make people successful…I feel happier in interacting using metaverse” Calm Persons radiating friendly energy, lightens others mood choose quiet and peace over noisy movement. “I feel I enjoy peace of mind with metaverse interface…after the hectic daily routines I feel the metaverse more relaxing and soothing” Agreeableness Conscientiousness Neuroticism (Continues) 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G SOWMYA G TABLE 1 ET AL. (Continued) Themes Openness Sub‐themes Meaning Example of verbatims Stable A person who remains composed under pressurized situation and remains caring and considerate to others “Metaverse based social media activities makes me stress free…I feel engaged and more immersed and enjoy good mental health through socializing…” Relaxed A person who makes peace with themselves and are inclined to personal truths, happiness, respect and their surroundings “I use metaverse sometimes to understand and know my surroundings…I can experience better socializing using metaverse experience…. we can understand the immediate environment more effectively” Inventive A person who is brilliant, resourceful and provocative of thinking and ideas “I love to explore the complexities of emerging technologies…I have all those resources at home for easy adoption of metaverse in socializing” Visionary A person with relentless dreams and thinking working for a well‐defined purpose for the development of others “I always look for challenges and solutions for it…I feel metaverse is one such an answer for the technologically connected world…I feel it is more effective when used for well‐defined purposes” Artistic A person who is interested in aesthetic criteria with wavering self‐esteem and impulsivity “Use of metaverse supplements enhanced aesthetic experience to me…I enjoy many artistic pleasures using metaverse based networking…I use metaverse for more artistic purposes….” Curiosity A person who is compelled to find interesting answers through more learning to make their life interesting I always feel curious to test and try new things in life, so it was easy for me to use metaverse…I figure to learn something new from emerging technologies…I feel innovative technologies are quiet interesting to me…” technology (Wang, 2010) and emphasized the importance of high Conscientiousness scores tend to plan and carefully consider the considering personality traits in the adoption of new technologies potential benefits of technology. Consequently, they may be more (Terzis et al., 2012). Additionally, an individual's intentions can be inclined to see the metaverse as a valuable tool for communication, influenced by their values and beliefs (Rosen & Kluemper, 2008). education and entertainment. Thus, we propose: H2: 4.1 | Openness‐intention Conscientiousness significantly predicts the intention to use the metaverse. The personality trait of Openness is characterized by an individual's receptiveness to novel experiences and ideas. Research has 4.3 | Extraversion‐intention demonstrated that individuals who exhibit high levels of Openness show a tendency to use metaverse platforms out of a desire to According to Harris and Vazire's research (2016), Extraversion is a explore (Dwivedi significant predictor that can impact an individual's goals and et al., 2022). Furthermore, those with high Openness scores tend intentions. People with this trait tend to be more sociable and to be early technology adopters, which could also influence their level outgoing and enjoy social interaction, making them more inclined to of engagement with metaverse platforms (Arulogun et al., 2020). participate in virtual environments in which they can socialize with innovative experiences and perspectives others (Colder Carras et al., 2018). Thus, we posit: H1: Openness significantly predicts the intention to use metaverse H3: Extraversion significantly predicts the intention to use the metaverse. 4.2 | Conscientiousness‐intention 4.4 | Agreeableness‐intention Conscientiousness, characterized by traits such as organization, responsibility and dependability, has been linked to a greater likelihood As noted by Hulya Ercan (2017), Agreeableness refers to an of adopting technology (Dangi & Saat, 2021). However, it is unclear individual's inclination towards accepting others, maintaining positive whether Conscientiousness affects decisions to adopt the metaverse, relationships, being modest and helping others. This personality trait and whether it may also predict the intention to use metaverse can have an impact on an individual's goals and intentions, as technology. Buhalis and Karatay (2022) suggest that individuals with highlighted by Harris and Vazire (2016). For instance, individuals who 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License | 6 | ET AL. 7 score high in Agreeableness may prioritize the wellbeing and needs of between personal innovativeness and the likelihood of using new others (Chung, 2017). This study aims to investigate how the technology (Venkatesh et al., 2012). Based on this, we hypothe- Agreeableness trait influences the use of a technology tool that size that: encourages socializing. Thus, we propose to study the relationship between Agreeableness and the intention to use the metaverse. H6a,b,c,d,e: Personal innovativeness positively moderates the influence of personality traits on the intention to use the metaverse. H4: Agreeableness significantly predicts the intention to use the metaverse. 4.7 | 4.5 | Neuroticism‐intention Hedonic motivation (HEM) “Hedonic motivation” refers to the inclination to pursue pleasure and avoid pain. It is a type of motivation that drives people to seek Prior research has already established the influence of personality positive emotions and avoid negative ones. Hedonic motivation can traits on Gen Z's adoption of technology in various contexts (Agyei influence a variety of behaviors, such as eating, socializing and et al., 2020). Neuroticism is a personality trait that affects emotional engaging in leisure activities (Singu & Chakraborty, 2022). It is also stability and balance. People who score low on Neuroticism are more believed to be a contributing factor to mental health issues such as stable, secure and active (Ercan, 2017). Studies have suggested that addiction and depression (Venkatesh et al., 2012). Previous studies individuals with high levels of Neuroticism may be less likely to adopt have found a significant correlation between hedonic motivation, new technologies (Watjatrakul, 2016) because they tend to perceive behavioral intentions (Chakraborty, Singu, et al., 2022; Nikolopoulou the potential risks and negative consequences associated with et al., 2020) and intentions to use e‐learning (Moorthy et al., 2019). technology use more acutely (Arpaci et al., 2022). We posit that: Based on this, we propose that: H5: Neuroticism significantly predicts the intention to use H7a,b,c,d,e: Hedonic motivation positively moderates the the metaverse. influence of personality traits on the intention to use the metaverse. For example, a person who values independence may be more Hence, in this context the theoretical model has been developed likely to strive for self‐sufficiency and autonomy. At the same time, and is shown in Figure 1. someone who believes in the importance of community may be more inclined to focus on building and maintaining relationships. Life experiences and circumstances can also play a role in shaping an individual's intentions. For example, a person who has faced 5 | METHODOL OGY P HASE 2 ( Q U A N T I T A T I V E S T U D Y) significant challenges or adversity may be more driven to overcome obstacles and persevere. In contrast, someone with more privileged 5.1 | Methods experiences may be more inclined to take opportunities for granted. In summary, individual intentions differ because people are unique, Participants who belong to the later stages of the Gen Z category complex individuals with different personalities, values, beliefs, (16–24 years) are considered for the quantitative analysis. A private experiences and life circumstances (Liao et al., 2006). The literature market research agency in India was tasked with collecting data supported the role of personality traits in social sustainability (Arpaci across a range of different demographics. The rationale to focus on et al., 2022), relationship with a virtual environment (Buhalis India is attributed to the following factors. First, India has relatively et al., 2020; Sung et al., 2011), social styles (Chung, 2017), friendship young users with over 65% of the total population under 35 years of and development (Harris & Vazire, 2016), online learning (Mo & age. Second, India has the highest social media users, over 448 Mo, 2023), training and education programmes (Yilmaz et al., 2023). million. Third, India has the highest smartphone penetration which are the primary device for accessing the Internet and social media, thus making it crucial to study how people in India are likely to access 4.6 | Personal innovativeness (PEI) the metaverse for socializing using mobile phones. Thus, with an exponentially growing user base it is imperative to analyse how Gen Z Personal innovativeness refers to the extent to which someone is Indians are likely to adopt emerging technologies such as metaverse open to new concepts, methods and technologies. It measures an for socializing. individual's readiness to take risks and accept change (Agarwal & Questions posed to the respondents were: Prasad, 1999). People with high levels of personal innovativeness tend to be more creative, flexible and proactive in solving problems (a) Are you aged between 16 and 24 years (Gen Z category)? (Lee et al., 2011). Previous research has shown a strong correlation (b) Are you using metaverse‐based social media platforms? 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G SOWMYA G FIGURE 1 ET AL. Theoretical model. TABLE 2 No. of respondents Percentage Male 319 73.16 Female 117 26.84 Students 297 68.12 Working professionals 139 31.88 Urban 345 79.13 Rural 91 20.87 Users of all the four metaverse based social media platforms (Facebook Horizon, Zepeto, Second Life and VR Chat) 140 32.11 Users of any one metaverse based social media platforms (Facebook Horizon, Zepeto, Second Life and VR Chat) 296 67.89 Demographic measures Demographic measures. Gender Occupation Place of living Users of metaverse based social media platforms The respondents who answered “no” to either or both questions traits have been adapted from the original items of the were not considered further. A total of 436 respondents were Personality Inventory Scale (Benet‐Martínez & John, 1998). retained. Of these, 73% were male, 68% were students, 79% were Extraversion is measured with 4 items, Agreeableness (4), from urban areas and only 32% had used all four metaverse‐based Conscientiousness (4), Neuroticism (4) and Openness (8). A social media platforms (Facebook Horizon, Zepeto, Second Life and few statements are reversed from the original scale for VR Chat). Table 2 presents the demography of the respondents. uniformity. Three items measuring the intention to use the metaverse are adapted from Venkatesh et al. (2012) and two items adapted from Teo et al. (2008). The moderator's personal 5.2 | Measures innovativeness and hedonic motivation have been modified, see Agarwal and Prasad (1998) and Venkatesh et al. (2012), The study measures are adapted from prior established respectively (see Table 2 for the list of items used to measure scales, i.e., the constructs measuring Big Five personality the constructs). 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License | 8 | ET AL. 9 5.3 | Psychometric properties of measurement model personality traits except Extraversion significantly predict the Confirmatory factor analysis is used to assess the reliability and validity (Table 5). Among the significant predictors, Neuroticism has the intention to use the metaverse in social media platforms (R‐square = 0.401, adjusted R‐square = 0.40, F = 176.56, p < 0.05) of the measurement model (normalized Chi‐square = 1.505, goodness of highest impact on the intention of Gen Z to use metaverse (β = 0.241, fit index = 0.902, Normed fit index = 0.941, root mean square error t > 1.96, p < 0.05) while Agreeableness has the lowest influence over approximation = 0.03) (Table 2). It is observed that all the factor loadings the behavioral intention to use the metaverse (β = 0.12, t > 1.96, and AVE (average variance extracted) values are higher than 0.5, p < 0,05). This result show that individuals who are less neurotic indicating convergent validity. Internal consistency is established, with intend to use the metaverse. Contradictory to the general assump- composite reliability values higher than 0.6 (Table 3). tions about extroverts, we observe that these personality traits have To confirm divergent validity, the square root of average variance extracted values is confirmed—it is higher than the off‐diagonal values an insignificant impact on the intention of Gen Z to use the metaverse. depicting intercorrelation between the constructs in the correlation matrix (Table 3). So convergent and divergent validity as well as reliability are established, as recommended by several studies (Bagozzi & Yi, 1988; Henseler et al., 2015; Tavakol & Dennick, 2011). The results of 5.6 | Moderating role of personal innovativeness and hedonic motivation confirmatory factor analysis indicate satisfactory levels of reliability and validity of the measurement model. The concerns of multicollinearity issues are rejected since all the The moderating role of personal innovativeness on the intention to use the metaverse is examined with the Process Macro (model 1) Variance inflated factors are less than 3 (Diamantopoulos & (Hayes, 2017). Personal innovativeness is used as a moderator Siguaw, 2006) (see Table 4). because the respondents (Gen Z) are willing to experiment with newly implemented technologies or those soon to be implemented as well as are willing to be the first user of the metaverse. This is the 5.4 | Common method bias rationale to use personal innovativeness as a moderator in this study. Personal innovativeness strengthens the intention to use the The potential pitfalls of common method bias are eliminated by metaverse for all the personality traits except Neuroticism and following a priori strategies recommended by Hulland et al. (2018). Conscientiousness. The interaction term is significant and positive First, the research uses different approaches for the different studies. only for the influence of Openness on the intention to use The respondents of both studies are anonymised to reduce bias. the metaverse whereas no significant interaction is observed on Second, the statements are psychologically separated, and items the influence of other personality traits in influencing the intention to randomized to nullify the sequential effects in respondents’ ratings use metaverse in socializing. The beta value for all the significant (MacKenzie & Podsakoff, 2012). Detailed instructions on how to fill conditional term is positive indicating the strengthening nature of the out the research instruments were provided, and ethical considera- moderator (Table 6). The results show that the respondents with tions explicitly mentioned in the research instrument to reduce item higher levels of personal innovativeness exhibit a higher tendency to ambiguity. Further, all the measurement scales were adapted with adopt the metaverse for socializing purposes. In other words, those due diligence from well‐established and validated scales. Introducing respondents who experiment with innovative technologies with an unmeasured common latent factor and testing for deviations in technical expertise have a higher intention to use the metaverse for the path coefficients reveal that all the path coefficients remained socializing compared to respondents with lower levels of personal significant. Also, after including the common latent factor, an innovativeness. Similarly, we use Process Macros (model 1) examination of the confirmatory factor analysis results show that (Hayes, 2017) to assess the moderating role of Hedonic Motivation all the path coefficients remain significant with negligible deviations. on the intention to use the metaverse. Hedonic Motivation is used as To reinforce the absence of common method bias, we measure the a moderator because Gen Zs enjoy using the metaverse in social intercorrelation between constructs and found it was within media. This encourages them to use technology more intensively and the standard values (Bagozzi et al., 1991) (Table 3). Hence, the be early adopters. It was observed that Hedonic Motivation results are free from the common method bias. moderates the influence of personality traits on the intention to use the metaverse significantly for two predictors namely Neuroticism and Openness (Table 6). The interaction term for these two 5.5 | Personality traits and intention to use the metaverse predictors is also significant. All the β values of the significant interaction terms are positive, indicating the enhancing role of moderators on the outcome variable Covariance‐based structural equation modeling using IBM AMOS (Figure 2). The parsimonious measures for all the significant examines the influence of personality traits on the intention to use moderation are given in Figure 2. It was observed that none of the the metaverse for socializing purposes. It is observed that all the levels in the graphs are parallel to each other, signaling the presence 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G | TABLE 3 SOWMYA G ET AL. Results of measurement model. Variable Statement Label Loading Sources CR AVE Extraversion (EXT) I feel I am outgoing and sociable person EXT1 0.935 0.955 0.841 I am very talkative EXT2 0.924 Benet‐Martínez and John (1998) I have an assertive personality EXT3 0.909 I usually generate a lot of enthusiasm EXT4 0.899 I am considerate to almost everyone AGR1 0.884 0.902 0.697 I like to cooperate with others AGR2 0.878 I am always helpful and unselfish with others AGR3 0.781 I have a forgiving nature AGR4 0.792 I will do job thoroughly CON1 0.943 0.940 0.798 I do things efficiently CON2 0.916 I stick to my plans CON3 0.893 I am a reliable person CON4 0.817 I don't worry a lot NEU1 0.841 0.919 0.740 I never get tensed NEU2 0.882 I don't get nervous easily NEU3 0.892 I generally remain calm in tense situations NEU4 0.825 I am more inventive OPE1 0.853 0.947 0.692 I am open to new ideas OPE2 0.843 I feel I have active imagination OPE3 0.852 I like to reflect and play with ideas OPE4 0.804 I love art, music and literature OPE5 0.844 I am a deep thinker OPE6 0.821 I am curious about many different things OPE7 0.827 I prefer to do works that is challenging OPE8 0.808 I will definitely use metaverse for social networking IUM1 0.890 0.890 0.620 I will use metaverse for all social networking purposes IUM2 0.740 Teo et al. (2008); Venkatesh et al. (2012) I intend to continue using metaverse in the future IUM3 0.808 I will always try to use metaverse for socializing purposes IUM4 0.754 I plan to use metaverse frequently IUM5 0.733 I believe I am ready and capable of using innovative technologies such as metaverse PEI1 0.877 Agarwal and Prasad (1998) 0.924 0.753 When I hear about new information technology I would look for ways to experiment with it PEI2 0.902 I like to experiment with new IT products PEI3 0.884 Among my peers, I am usually the first to try IT products PEI4 0.804 Using metaverse in social media platforms are fun HEM1 0.942 Venkatesh et al. (2012) 0.928 0.811 Using metaverse is more enjoyable HEM2 0.917 Using metaverse is very entertaining HEM3 0.840 Agreeableness (AGR) Conscientiousness (CON) Neuroticism (NEU) Openness (OPE) Intention to use Metaverse (IUM) Personal Innovativeness (PEI) Hedonic motivation (HEM) 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License 10 | ET AL. TABLE 4 Correlation matrix representing divergent validity. Variables MSV MaxR(H) PEI PEI 0.446 0.929 0.868 OPE 0.346 0.948 0.588 0.832 CON 0.446 0.950 0.668 0.537 0.893 EXT 0.264 0.956 0.500 0.346 0.514 0.917 AGR 0.225 0.911 0.474 0.442 0.405 0.216 0.835 NEU 0.287 0.923 0.536 0.303 0.502 0.483 0.221 0.860 IUM 0.326 0.904 0.571 0.474 0.533 0.379 0.368 0.467 0.787 HEM 0.389 0.940 0.614 0.531 0.624 0.462 0.405 0.526 0.514 TABLE 5 11 OPE CON EXT AGR NEU IUM HEM 0.901 Results of the path analysis. Relationships β SE CR p value Hypothesis Decision Openness→Intention to use MS 0.210 0.053 3.840 <0.01 H1 Supported Conscientiousness→Intention to use MS 0.226 0.050 3.674 <0.01 H2 Supported Extraversion→Intention to use MS 0.048 0.038 0.926 >0.05 H3 Rejected Agreeableness→Intention to use MS 0.120 0.048 2.385 <0.05 H4 Supported Neuroticism →Intention to use MS 0.241 0.050 4.432 <0.01 H5 Supported Note: Absolute t‐statistics >1.96, significant at 5%. Abbreviations: CR, critical ratio of differences; SE, standard error. TABLE 6 Results of moderation analysis. Path Coefficient SE T p value LLCI ULCI Hypo Sig Moderating role of personal innovativeness EXT→IUM −0.01 0.03 −0.24 0.81 −0.07 0.05 H6c No AGR→IUM 0.04 0.03 1.09 0.28 −0.03 0.11 H6d No CON→IUM 0.05 0.03 1.51 0.13 −0.01 0.11 H6b No NEU→IUM −0.02 0.03 −0.57 0.57 −0.08 0.05 H6e No OPE→ IUM 0.08 0.03 2.29 0.02 0.01 0.15 H6a Yes Moderating role of Hedonic motivation EXT→IUM −0.02 0.03 −0.56 0.58 −0.07 0.04 H7c No AGR→IUM −0.05 0.03 −1.57 0.12 −0.12 0.01 H7d No CON→IUM 0.04 0.03 1.52 0.13 −0.01 0.10 H7b No NEU→IUM −0.07 0.03 −2.27 0.02 −0.14 −0.01 H7e Yes OPE→IUM 0.09 0.04 2.58 0.01 0.02 0.16 H7a Yes of moderation. Also, with higher levels of personal innovativeness the 6 | D IS CU SS IO N intention to use metaverse for socializing was higher among participants with Openness. Similarly at higher levels of hedonic The findings establish an empirically validated framework for under- motivation, the intention to use the metaverse was high for standing the influence of personality traits on the intention to use respondents with traits such as Neuroticism and Openness (Figure 2). metaverse in social media platforms in India for users in the age group 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G FIGURE 2 12 | The moderating effect of personal innovativeness and hedonic motivation. SOWMYA G ET AL. 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License | ET AL. 13 of 16–26 years. Previous studies confirm the role of personality traits characteristics of Gen Z, and hence Openness has a significant impact on the Gen Z technology adoption process in various contexts but on their intention to use the metaverse. Conscientiousness entails studies that focus exclusively on analysing the adoption behavior of doing a job properly, doing good work whatever the nature of the Gen Z regarding the metaverse are scarce. Using interpretive task provided, being reliable and achieving goals. It is evident that phenomenological analysis, the authors explore the personality traits these characteristics result in respondents intending to use the underlying the behavioral intentions: Openness, Conscientiousness, metaverse. These characteristics are such that people require if they Extraversion, Agreeableness and Neuroticism, to use the metaverse. are to use new or innovative technologies effectively. A low score for The insights of qualitative analysis are used to model the behavioral Neuroticism means that people do not worry, are less stressed, do intentions of Gen Z in using metaverse‐based social media platforms not get nervous, and remain calm in tense situations. These traits are With Personal Innovativeness and Hedonic Motivations as condi- required to use the metaverse and the results of the study support tional variables. The adoption of the metaverse by Gen Z users in this. Agreeableness focuses on showing kindness to everyone, being India are drawn from the quantitative analysis which shows that male able to work effectively with other people, show a willingness to help participants are engaged in more metaverse‐based socialization others and be an understanding person. These characteristics are activity than female participants. Males are less sceptical and in fact required to use the metaverse. Extraversion mainly refers to being more confident in their ability to use technology for networking than friendly and open, talkative and ability to generate excitement. women. Given the rationale to focus on Gen Z as expected students However, in our findings, it has a nonsignificant relationship because comprise majority of the respondents. The main drivers of the respondents place a higher value on conversations with friends or exponential growth in the student community's use of the metaverse colleagues in which they can physically interact than they do when are social networking, rising smartphone usage, and improved access interacting via technology. Interacting by using technology is to technology. Our findings also indicate that the proportion of perceived as lacking the ability to evoke the fully‐fledged emotions participants using many such platforms are significantly low. that are ordinarily generated through physical interaction. Individuals However, if more aggressive transmission techniques are employed, who score highly on Extraversion and want to enthuse others prefer a gradual rise in these numbers should be seen. The results with physical interaction over technology‐assisted interaction. framework has been discussed in the Figure 3. Gen Z cohorts are tech‐savvy, inventive, open to change, highly Structural equation modeling is used to substantiate the impact of adaptive and enthusiastic users of innovative technologies. While Gen Z's personality traits on the intention to use the metaverse. It was studies on Gen Z behavior emphasize their flexibility and optimistic observed that all the personality traits except Extraversion significantly nature compared to their immediate predecessors (Chillakuri, 2020; and positively influence the intention to adopt the metaverse. Schroth, 2019; Taibah & Ho, 2023) individuals’ behavior, including Neuroticism had the highest influence on behavioral intention (H5, technology adoption, is shaped by their personality. Further, the β = 0.241) followed by Conscientiousness (H2, β = 0.226), Openness (H1, inclination to use technological products significantly affects Gen Z's β = 0.210) and Agreeableness (H4, β = 0.120). Also, Extraversion individual personality differences. This study confirms the findings of (H3, β = 0.048) reveals an insignificant impact on the intention to use previous studies in understanding Gen Z's technology adoption scenarios pertaining to the metaverse (Dwivedi et al., 2022; Hilken the metaverse. Openness is concerned with being creative in nature, open to et al., 2022a, b; Kumar et al., 2023). new ideas, having an active imagination, playing with thoughts, The moderating role of Personal Innovativeness and Hedonic showing deep thinking and regarding work as a challenge. These are Motivation are investigated in the current study. We see that FIGURE 3 Results of the study. 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G | SOWMYA G ET AL. personal innovativeness positively moderates the direct path only groups, making new friends, and taking advantage of educational between Openness (H6a, β = 0.08, p < 0.05) and the outcome variable. possibilities that affect their intention to utilize the metaverse on The enhancing moderating role of personal innovativeness is social media sites. Hence the hypothesis H6a and H7a, H7c are reflected in positive significant interaction term. Moderation is not supported for enhancing moderation unlike H7b, H7c, and H7d that are supported for H6b, H6c, H6d H6e since all effect size and interaction not supported. In this manner, our findings agree with the previous terms are insignificant (p > 0.05). Gen Z users are technically skilled studies (Cheah et al., 2022; Fiore et al., 2005; Hartman et al., 2006). and innovative with higher levels of personal innovativeness. In this Figure 4 (above) presents the results visually; these highlight the case, Personal Innovativeness enhances their intention to use the importance of how personality differences can affect Gen‐Z's metaverse in such a way that people with higher levels of willingness to use the metaverse on social media sites. A mixed‐ innovativeness exhibit enhanced behavioral intention to use meta- method study assesses the barriers to, and enablers of, metaverse verse in social media. With higher levels of Personal Innovativeness, adoption at an individual level. Of the five personality traits that people easily adapt to the technicalities of the metaverse and use it affect the intentions of Gen Z to use the metaverse, Personal efficiently. Our findings support the findings related to the role of innovation and Hedonic motivation exhibit higher moderation. Personal Innovativeness in the intention to use technological Openness followed by Extraversion and Agreeableness has the innovations and immersive experience such as the metaverse (Akour highest impact on users’ intention to adopt the metaverse, and et al., 2022; Ciftci et al., 2021; Sagnier et al., 2020). Neuroticism has the least impact. The study, which is a case study on Similarly, we examine the moderating role of Hedonic Motivation India—a country with the largest number of Gen Z population, in strengthening the intention to use the metaverse. The results suggests that generational disparities between cohorts and their reveal a significant moderation for two personality traits. The personalities affects users’ willingness to adopt the metaverse. conditional effects are significant in two direct paths, namely the path connecting Neuroticism and Intention to use metaverse (H7c, β = −0.07, p < 0.05) and that connecting Openness and the 7 | MANAGERIAL IMPLICATIONS predictor variable (H7a, β = 0.09, p < 0.05). It is seen that Hedonic Motivation acts as an enhancing moderator that amplifies the The current research offers significant managerial implications. First, intention to use metaverse in socializing. The intention to utilize the study exemplifies the importance of considering individual social media platforms powered by the metaverse is heavily differences in personality when developing strategies for marketing influenced by hedonic motivation, which is represented as the metaverse platforms to the younger generation in the context of enjoyment gained from acts. Thus, the need for greater social socializing. Understanding the nuances of the Big Five personality pleasure increases the inclination to use the metaverse. Gen Z traits of potential users is likely to support managers in ensuring they enthusiasts of social media spend most of their time on these systems customize marketing campaigns that appeal to the target population. networking for enjoyment. They seek escape from their daily routines Second, managers of the metaverse platforms can focus on and find relief from the stress of their jobs by participating in online promoting the hedonic benefits of the metaverse to appeal to FIGURE 4 Visual framework 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License 14 | ET AL. 15 individuals with high hedonic motivation, whilst also highlighting the direct relationship between Personality Traits and Technology new and unique features of the metaverse to attract individuals with Adoption. The results confirm significant moderation and predicts high personal innovativeness. Third, managers will need to ensure that individuals who are motivated by pleasure and novelty‐seeking that the metaverse offers a variety of activities and experiences that behavior are more likely to adopt the metaverse for socializing if cater to both hedonic and personal innovativeness motivations. specific personality traits are present. Thus, the findings contribute to Fourth, digital platform management should cater to the needs of all understanding the mechanisms underlying adoption of ‘new’ technol- types of users by focusing on user engagement through the creation ogy (metaverse) and offers insights into how personality traits can and exploration of new features designed to enhance user pleasure interact with other factors to shape the adoption decision of the users. and experiences, such as social interactions, within the metaverse. Finally, the use of a mixed‐methods approach, with interpretive Fifth, managers may consider providing training and support for phenomenology for qualitative analysis, enhances the understanding employees (older than Gen Z) to navigate the metaverse to meet the of individuals’ subjective experiences and perspectives regarding needs of users with different personality traits effectively. This is to technology adoption, thus paving the way for more comprehensive ensure that managers can retain consumers by offering them future research framework on this topic. Our findings enrich the customized and unique services. It is critical to remember that these growing body of literature in metaverse where the available studies are only hypothesized consequences. Additional research is required focus primarily on advertising, retailing and branding to name a few to fully comprehend the connections between individual innovative- (Dwivedi et al., 2022). However, the current study deciphers the user ness, hedonic motivation and metaverse utilization. Fifth, the mixed‐ behavior in social media platforms and integrates the narratives of method approach provides an in‐depth insight into the perspectives personality differences as their major predictors. In a stage where of the metaverse users and their interactions with such platforms. adoption of metaverse is highly experimental, the current study offers This can assist managers in better understanding users’ preferences pathbreaking insights and envisions the integration of metaverse in and needs of target audience. social media advancing research arena for both industry and academia. 8 | THEO RETICAL I M PL I CATIONS 9 | L I M I T A TI O N S AN D F UT UR E RESEARCH D IR ECTIONS The study, into the adoption of the metaverse for socializing by Gen Z, offers several theoretical contributions. First, the study provides an The results should be approached with caution considering its three insight into the relationship between the Big Five Personality Traits major limitations. First, a clear framework is lacking for metaverse to and technology adoption. The study finds that Openness trait has the comprehend the adoption patterns of different users, as this is still in highest impact on users’ intention to adopt metaverse. This may be the early stages of penetration in India. Second, the probability of attributed to individuals’ curiosity and willing to enjoy try new things, biases and subjectivity cannot be underestimated due to prior that makes them more likely to utilize technology (Agarwal & knowledge of the interviewer, co‐authors and independent research- Prasad, 1999; Lee et al., 2011). Further, Extraversion and Agreeable- ers involved in analysing the phenomenological data. Given we use a ness also show a significant relationship with the intention to use private market research agency for the collection of data we that the metaverse. Because individuals who exhibit these traits are outgoing study is configured to understand the intention to use the metaverse and enjoy social interactions, they are more likely to use the for a particular age group. Further, gender and other socio‐ metaverse as a social platform. People with high Agreeableness are demographic background factors also have a salient impact on sympathetic and cooperative and cherish harmony, which may determining behavioral intentions, which need attention. Third, we increase their propensity to interact with the metaverse in a way adopt a mixed‐method research design that uses interpretive that fosters connection and collaboration. In addition, the study finds phenomenological analysis and quantitative framework that uses no significant influence of Neuroticism and Conscientiousness on the moderation. In our study, we hypothesize the intention to use Intention to use metaverse. This could be because individuals who metaverse as the outcome variable to enable us to understand the have this trait are anxious and may be prone to worry, and more likely personality determinants of early‐stage adoption of the technology. to perceive potential risks and negative consequences associated Further, we analyse the separate moderation effects of personal with the metaverse usage. But individuals with high Conscientious- innovativeness and hedonic motivation in the current framework but ness traits are organized, reliable and disciplined, which may make not the effect of their combined interaction on the outcome variable. them distrust technology and the risks associated with using the Finally, to understand the role of cultural differences, studies metaverse. In this manner, our finding aligns with previous research incorporating intercountry and intergenerational cohorts must on technology adoption and personality traits but provides an extra explore the dynamics of Gen Z's intention to use metaverse in social. layer of insight into Gen Zs. Further, the study makes a unique It should be noted that although the study does not focus on a contribution by focusing on the metaverse, which is relatively new specific metaverse‐powered social networking platform, future and growing technology. Second, the study investigates the inter- research should acknowledge Gen Z's intentions to use the active roles of hedonic motivation and personal innovativeness in the metaverse based on the specificities of such platforms. 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G | SOWMYA G Future studies exploring the advanced stages of behavioral intentions using time‐lagged data could be pursued using more third‐ party variables. Another area that could be explored is the inclusion of the interaction of personal innovativeness and hedonic motivation with other drivers of intention to use metaverse in social media platforms. 10 | CONCLUDING RE MARKS The managerial implications of the widespread adoption of the metaverse are transformational, while offers the users a unique experience but also the metaverse platform companies to offer services on the VR experience. This poses challenges for decision‐ makers on the extent and timeliness of their investments and how to adapt business models to deliver benefits from VR platforms. Further, the study highlights the potential for further research on the extent to which individuals from various demographic groups use the metaverse. The study is unique in that it discusses 41 personality traits of the Big Five Trait Theory and reports a significant relationship to the adoption of the metaverse. As a part of the methodological approach, it uses extensive interpretative phenomenological analysis to conduct the qualitative analysis, which is leveraged to understand the impact of individual personality differences on the intention to use metaverse in socializing. Further, the study multiple regression analysis and moderation using process macros for quantitative analysis. Out of the five personality traits, Openness trait has the highest impact on the intention to adopt the metaverse, and Neuroticism has the least impact. Personal innovation and hedonic motivation exhibit higher moderation in personality traits. 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What are the features that you like the most in these metaverse powered platforms? • How do you manage your time using metaverse? Do you feel that the use of metaverse is addictive and impacts normal life? A P P E N D IX • How do you manage the virtual connections using metaverse? Abridged version of the questions of the in‐depth interview (Qualitative Do you feel the metaverse has enhanced your virtual study): connections? 15206793, 0, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/mar.21863 by Bournemouth University The Sir Michael Cobham Library, Wiley Online Library on [05/07/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License SOWMYA G