Conscientiousness

Ecology

Biology

Social psychology

Sustainability

Accounting

Social worlds

Extraversion and introversion

Openness to experience

Computer science

Virtual reality

Business

Agreeableness

Big Five personality traits

Variance (accounting)

Psychology

Metaverse

Sociology

Expectancy theory

Artificial intelligence

Knowledge management

Personality

Social science

Technology in Society

The Metaverse is an immersive virtual universe where users interact with each other using an avatar. The Metaverse is promised to offer numerous opportunities for many sectors. While the Metaverse promotes the social interaction between users, there is a scarcity of knowledge on what affects its social sustainability. Hence, this research develops a model by integrating the UTAUT2 constructs and big five personality traits to understand the social sustainability of the Metaverse. The model is tested by employing a hybrid covariance-based structural equation modeling (CB-SEM) and artificial neural network (ANN) approach based on collecting data from 446 Metaverse users. The CB-SEM results showed that performance expectancy, social influence, hedonic motivation, price value, habit, agreeableness, neuroticism, and openness significantly impact the social sustainability of the Metaverse, while no significant effect is reported regarding effort expectancy, facilitating conditions, conscientiousness, and extraversion. All these factors explained 80% of the variance in social sustainability. The ANN results showed that habit is the most important factor in predicting social sustainability. Drawing on these findings, the study offers several theoretical contributions and sheds light on several practical implications for developers, designers, and decision-makers promoting the use of the Metaverse.

Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach