Techno-Stress and Value Pathways in Metaverse-Enabled E-Commerce Services

E-commerce increasingly involves adopting advanced technologies and digital transformation in the retail sector, notably including awareness of and intentions to adopt emerging innovations such as the metaverse. This study explores intentions to adopt metaverse technology for e-commerce by examining the impact of the key constructs of the UTAUT model on both hedonic and utilitarian value. The study was conducted in the context of e-commerce consumers in Palestine. A structured questionnaire was used to gather data from 344 shoppers. The study's results revealed that effort expectancy, social influence, and facilitating conditions had a positive impact on both hedonic and utilitarian value. Hedonic value had a greater impact than utilitarian value on intentions to adopt the metaverse in e-commerce. This finding underscores the selective influence of techno-stress on shoppers' adoption of the metaverse.