Metaverse through the integrated theoretical lenses of task technology fit theory, social capital theory, and social cognitive theory : the case of SMEs

The rapid evolution of technology and the business landscape has introduced the Metaverse, a virtual realm with immense potential for transforming communication and collaboration. The pandemic accelerated the shift to online channels, making the Metaverse a crucial investment for businesses in the digital age. However, there remains a lack of understanding regarding how small and medium enterprises (SMEs) perceive the Metaverse. This study aims to bridge this gap by investigating the factors driving Metaverse adoption, using task-technology ft theory, social capital theory, and social cognitive theory. By analyzing data from 264 SMEs in Fiji, it was revealed that task-technology compatibility and social factors signifcantly infuence the intention to adopt the Metaverse. Additionally, self-efcacy is critical in determining the performance outcomes associated with eventual adoption. These fndings ofer valuable insights for SMEs, policymakers, and platform developers in the post-pandemic landscape. Additionally, they support inclusive growth and partnerships for small island developing states like Fiji, contributing to the United Nations' Sustainable Development Goals.