Examining the Factors Influencing Users’ Behavioral Intentions toward Marketing in the Metaverse

Document Type : Research Paper

Authors

1 Msc., Department of International Commercial Management, Faculty of Management, University of Kharazmi, Tehran, Iran.

2 Associate Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

10.22059/jibm.2025.383374.4856

Abstract

Objective
The nature of marketing continuously evolves. The shift toward digital environments, particularly the Metaverse, is rapidly accelerating and is increasingly viewed as the next major frontier of the digital world, where marketing is expected to play a central role. Although this novel marketing paradigm holds immense potential, it currently remains in its pioneering stage, and its precise impact on marketing outcomes is not yet clearly defined. Therefore, to achieve success in Metaverse marketing, there is a critical need for a robust framework grounded in an understanding of the factors that significantly influence users' behavioral intentions, as behavioral intention is the most reliable predictor of future behavior. Consequently, the primary objective of the present research is to examine the factors influencing users' behavioral intentions toward marketing in the metaverse.
 
Methodology
Regarding its objective, the present study is applied in nature, and for data collection, it employs a descriptive-survey research design. The statistical population consists of Iranian cyberspace users actively engaged within the Metaverse environment who possess digital tokens. The required sample size was estimated at 239 participants using an a priori power analysis conducted with G*Power software. For data collection, a standardized questionnaire was administered, and a non-probability convenience sampling technique was employed. The validity of the measurement indicators was established through content validity assessment, while their reliability was confirmed using both Cronbach’s alpha and Composite Reliability coefficients. Finally, data analysis was conducted utilizing Structural Equation Modeling through the Smart PLS software environment.
 
Findings
The evaluation of the final structural model and path coefficients showed that flow, trust, social effect, and technical effect have positive and statistically significant effects on users’ attitude, with flow having the strongest impact. In addition, attitude, trust, and curiosity were found to positively and significantly influence behavioral intention. However, attitude, with the highest path coefficient, has a substantially stronger effect on behavioral intention than the other variables. In addition, attitude positively and significantly influences curiosity, with a high path coefficient. Both social effect and technical effect have positive and significant effects on trust, although social effect shows a stronger impact due to its higher path coefficient. Overall, the strongest predictive relationship was observed between flow and attitude, while the weakest relationship was found between technical effect and attitude.
 
Conclusion
This research provides new insights into the key factors influencing users’ behavioral intentions in the Metaverse environment. The integration of technical effect, social effect, and flow theory as independent variables allows for a comprehensive examination of both users’ subjective experiences and the underlying technological infrastructure. In addition, the inclusion of attitude, trust, and curiosity enables a thorough assessment of the affective and cognitive factors shaping behavioral intention. Therefore, the findings of this study can help marketers and practitioners in the Metaverse develop more effective and evidence-based strategies for attracting and retaining users in this emerging digital ecosystem.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 2
2026
Pages 422-446

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