Factors Influencing Generation Z’s Intention to Use Metaverse Platforms in Ho Chi Minh City: An Application of the Unified Theory of Acceptance and Use of Technology

Abstract

The Metaverse has emerged as a prominent global topic in recent years; however, research in this field remains limited in Vietnam, particularly concerning Generation Z. This study investigates the factors affecting Generation Z’s intention to use Metaverse platforms in Ho Chi Minh City, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Data were collected from 235 respondents via an online survey using a convenient non-probability sampling method. SPSS and SmartPLS software were employed to assess scale reliability, analyze the measurement model, and evaluate the structural model. The findings indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions have a positive impact on the intention to use Metaverse platforms, whereas switching costs exert a negative influence. Moreover, Generation Z individuals with prior Metaverse experience demonstrated a stronger intention to use it compared to those without such experience. Based on these insights, the study offers five managerial implications to promote Metaverse adoption among Generation Z in Ho Chi Minh City.