Journal of Retailing and Consumer Services

Abstract

The present research examines the enterprise metaverse adoption intention behaviour using the Diffusion of Innovation theory (DOI) theory. The findings of this research reveal that dimensions of DOI theory are sub stantially associated with the enterprise metaverse usage intention. Further, digital agility significantly mediates the relationship between antecedents and the intention to use. Further, the mediating impact of digital agility on the relationship among compatibility, complexity, observability and intention is moderated by government policy effectiveness. The conclusions of the research will give valuable insights into the existing metaverse literature, offering a more profound understanding from the perspective of individuals grounded in the principles of DOI. Additionally, the study aids organizations in comprehending the essential factors persuading the intention of employees to use the enterprise metaverse.