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Journals / İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi / 2026 / Cilt: 25 Sayı: 56

Technology Awareness and Metaverse Adoption Intentions: A Moderated Mediation Model Based on the Theory of Planned Behavior

Teknoloji Farkındalığı ve Metaverse Benimseme Niyeti Arasındaki İlişkinin İncelenmesi: Planlı Davranış Teorisine Dayalı Bir Düzenleyici Aracılık Modeli

Abdul Mannan Arshad Sharif Rana(Istanbul Commerce University)0009-0005-4487-2470
Ufuk Başar(İSTANBUL TİCARET ÜNİVERSİTESİ)0000-0003-0008-5131
Pages
643–678
Publication Date
2026-09-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results show that technology awareness significantly affects employees’ intention to use the metaverse through the three mediating variables.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study explains the mechanism by which technology awareness shapes employees’ intention to use metaverse technology.
📊
Key Findings & Data:Data were collected through a cross-sectional survey of 384 employees in service organizations in Istanbul.
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Conclusion & Impact:The results show that technology awareness significantly affects employees’ intention to use the metaverse through the three mediating variables.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Teknoloji Farkındalığı · metaverse · planlı davranış teorisi

Abstract

This study explains the mechanism by which technology awareness shapes employees’ intention to use metaverse technology. Applying the theory of planned behavior, this study also explains the mediating roles of attitude, subjective norms, and perceived behavioral control. It also uses perceived risk as a moderator that weakens all mediation effects. Data were collected through a cross-sectional survey of 384 employees in service organizations in Istanbul. For analysis, partial least squares structural equation modeling was performed using SmartPLS. The results show that technology awareness significantly affects employees’ intention to use the metaverse through the three mediating variables. Moreover, perceived risk is a significant moderator of all mediating variables linking technology awareness to the intention to use metaverse technology. This empirical research not only contributes to the planned behavior literature but also provides practical insights for service organizations. It helps them realize the significance of technology awareness initiatives in the workplace and the need to mitigate perceived risks when operating within metaverse platforms.

Özet

Bu çalışma, teknoloji farkındalığının çalışanların metaverse teknolojisini kullanma niyetini nasıl şekillendirdiğini açıklayan işleyişi ele almaktadır. Planlanmış davranış teorisini esas alan bu çalışma, tutum, öznel normlar ve algılanan davranışsal kontrolün aracı rollerini de açıklamaktadır. Ayrıca, tüm aracı etkileri açıklamak için algılanan riski bir moderatör olarak ele almaktadır. Veri, İstanbul'da hizmet sektöründe faaliyet gösteren işletmelerde çalışan 384 kişinin katılımıyla gerçekleştirilen kesitsel bir anket çalışmasıyla toplanmış ve SmartPLS kullanılarak kısmi en küçük kareler yapısal eşitlik modellemesi tekniğiyle analiz edilmiştir. Sonuçlar, teknoloji farkındalığının üç aracı değişken aracılığıyla çalışanların metaverse kullanma niyetini önemli ölçüde etkilediğini göstermektedir. Dahası, algılanan risk, teknoloji farkındalığını metaverse teknolojisini kullanma niyetine bağlayan tüm aracı değişkenlerin önemli bir moderatörüdür. Bu görgül araştırma, planlanmış davranış literatürüne katkıda bulunmanın yanı sıra, hizmet sektöründe faaliyet gösteren işletmeler için pratik bilgiler de sağlamaktadır. Bu araştırma, iş yerinde teknoloji farkındalığı girişimlerinin önemini ve metaverse platformlarında faaliyet gösterirken algılanan riskleri azaltma ihtiyacının anlaşılmasına yardımcı olmaktadır.

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Cite This Article

Rana, A. M. A. S., Başar, U. (2026). Technology Awareness and Metaverse Adoption Intentions: A Moderated Mediation Model Based on the Theory of Planned Behavior. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, Cilt: 25 Sayı: 56, 643–678. https://doi.org/10.46928/iticusbe.1970498

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