Perceived relative advantage and value creation in metaverse adoption: a study of e-retail entrepreneurs

Abstract

Purpose – This study examines how perceived relative advantage (PAA) of the metaverse impacts change readiness for metaverse adoption (CRM) and subsequently value creation. The mediation of perceived compatibility (PCT), the moderation of perceived complexity, and the moderated-moderation of metaverse anxiety and metaverse self-efficacy were also examined. Design/methodology/approach – The research model, developed by synthesising the Diffusion of Innovation Theory and the Technology Readiness Acceptance Model, was analysed using models #4, #1, and #18 of the PROCESS macros, based on 416 responses collected through systematic sampling from Indian e-retail entrepreneurs. Findings – The results indicate (1) PAA positively influenced CRM and PCT, (2) PCT positively influenced CRM, (3) PCT partially mediated perceived PAA-CRM, (4) CRM influenced value creation, (5) perceived complexity moderated PAA-CRM, and (6) metaverse anxiety and metaverse self-efficacy have shown three-way interaction in PCT-CRM relationship. Originality/value – The mediation of PCT and moderated-moderation is a novel concept, described in both theoretical and practical implications. © 2025 Emerald Publishing Limited