Metaverse? No, thanks! Exploring the mechanisms behind Generation Z's resistance behavior

Area of Science:

• Digital Economy
• Human-Computer Interaction
• Sociology

Background:

• The metaverse is expanding into real-world applications.
• Generation Z, key to the digital economy, shows low metaverse enthusiasm.
• Understanding Generation Z's metaverse resistance is critical.

Purpose of the Study:

• To systematically explore Generation Z's resistance behaviors toward the metaverse.
• To identify the underlying causes and contributing factors of this resistance.
• To provide actionable insights for metaverse platforms targeting Generation Z.

Main Methods:

• Mixed-methods approach combining qualitative and quantitative analysis.
• Grounded theory analysis of 25 in-depth interviews to identify resistance factors.
• Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to examine causal relationships.

Main Results:

• Seven key resistance factors identified: interpersonal alienation, psychological burden, social norm conflict, value doubt, perceived complexity, perceived unavailability, and perceived risk.
• All factors except perceived complexity significantly influence resistance behavior.
• Nine distinct configurations of conditions leading to resistance were identified via fsQCA.

Conclusions:

• Generation Z's metaverse resistance is multi-faceted, driven by social, psychological, and perceived factors.
• Perceived complexity is not a primary driver of resistance.
• Insights inform metaverse platform strategies to enhance user experience and engagement for Generation Z.