Exploring the metaverse: what drives millennials and Gen Z to embrace virtual worlds?

Purpose – The purpose of this study is to investigate the motivational factors influencing young users’ attitudes and behavioral intentions to use the metaverse and reveal differences between Gen Y and Z. Design/methodology/approach – Structural equation modeling with a multi-group approach was used to assess the proposed model. Data were collected from 470 young users in Turkey through trying out the Decentraland. Findings – The results showed that fear of missing out (FOMO) and self-extension significantly increase positive usage intention, while status-seeking and innovativeness positively influence attitudes toward use. Furthermore, FOMO, self-extension and status-seeking are stronger motivators for Gen Y than Gen Z; however, innovativeness did not vary between groups. Surprisingly, the findings supported that increasing perceived usefulness reduces the positive indirect effect of FOMO on behavioral intention via attitude. Originality/value – This research enriches the expanding literature on the metaverse and provides actionable insights for businesses aiming to engage with young users through this emerging platform.