Navigating the Metaverse: Assessing the Influence of Web3, Blockchain, and Cryptocurrency Knowledge on User Adoption

Michael Hollaus, Meri Grant

Publikation: KonferenzbeitragPapierpeer-review

Abstract

This paper assesses the level of understanding and knowledge of Web3, Blockchain, and Cryptocurrency among the participants and examines how this knowledge affects their willingness to engage with the Metaverse. Prior to that, the participants were asked to estimate their level of knowledge on the above-mentioned topics. The findings revealed a positive and significant association between actual knowledge of Web3 & Cryptocurrencies and entering the Metaverse. In contrast, knowledge of Blockchain technology does not have a significant influence. Furthermore, ownership of cryptocurrency was found to be a significant factor, as individuals who possessed cryptocurrency demonstrated a greater willingness to enter the Metaverse compared to non-owners. Moreover, participants in general tended to overestimate their actual knowledge, resulting in lower actual knowledge levels than self-reported knowledge.
OriginalspracheEnglisch
Seitenumfang11
PublikationsstatusVeröffentlicht - Sept. 2024
VeranstaltungEMAC Regional Conference 2024: Exploring the Future of Marketing: Reshaping Marketing's Role in the Society - Lissabon, Portugal
Dauer: 25 Sept. 202427 Sept. 2024
https://www.iseg.ulisboa.pt/en/event/emac-2024-exploring-the-future-of-marketing-reshaping-marketings-role-in-the-society/

Konferenz

KonferenzEMAC Regional Conference 2024
Land/GebietPortugal
OrtLissabon
Zeitraum25/09/2427/09/24
Internetadresse

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