Tóm tắt:
Metaverse đã trở thành một chủ đề nóng trên toàn cầu trong những năm gần đây, nhưng tại Việt Nam, số lượng các nghiên cứu về lĩnh vực này còn hạn chế, đặc biệt là liên quan đến thế hệ Gen Z. Nghiên cứu này tập trung phân tích các yếu tố ảnh hưởng đến ý định sử dụng nền tảng Metaverse của thế hệ Gen Z tại Thành phố Hồ Chí Minh (TP. HCM), áp dụng mô hình chấp nhận và sử dụng công nghệ hợp nhất (UTAUT). Dữ liệu được thu thập với kích thước mẫu 235, được khảo sát trực tuyến thông qua phương pháp chọn mẫu thuận tiện. Nghiên cứu sử dụng phần mềm SPSS và SmartPLS để kiểm định độ tin cậy thang đo, phân tích mô hình đo lường và mô hình cấu trúc. Kết quả cho thấy các yếu tố như kỳ vọng hiệu quả, kỳ vọng nỗ lực, ảnh hưởng xã hội và điều kiện thuận lợi có tác động cùng chiều đến ý định sử dụng nền tảng Metaverse, trong khi chi phí chuyển đổi lại có tác động ngược chiều. Ngoài ra, nhóm Gen Z đã từng sử dụng Metaverse có ý định tiếp tục sử dụng cao hơn so với nhóm chưa từng sử dụng. Dựa trên kết quả này, nghiên cứu đề xuất năm nhóm hàm ý quản trị nhằm tăng cường ý định sử dụng nền tảng Metaverse tại TP. HCM.
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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.