The Metaverse as a Concert Destination: A Technology Acceptance Model Approach to Investigate Viewer Intentions

Three dimensional immersive virtual spaces, also known as the metaverse, offer a new way for people to attend concerts. Virtual concerts held in the metaverse allow viewers to experience immersive visuals and interactive communications. However, viewer intentions and reasons behind attending these virtual concerts are far from clear. In this study, we proposed a conceptual model integrating Technology Acceptance Model, prior metaverse experience and parasocial relationship factors. We surveyed 519 metaverse users from South Korea. Multiple regression modeling was used to establish the relationships between the examined variables. Results suggest that perceived ease of use and perceived usefulness were significant predictors of audiences’ intentions. Experienced metaverse platform users prioritize perceived ease of use, while novice users prioritize perceived usefulness. Furthermore, the desire to see the artist is an important reason behind viewers’ intention of attending virtual concerts.