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Building a sustainable future with enterprise metaverse in a data-driven era: A technology-organization-environment (TOE) perspective

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  • Kumar, Aman
  • Shankar, Amit

Abstract

This research explores organizations' inclination towards adopting the enterprise metaverse using the TOE framework. The outcome of this research reveals that technology roadmapping, organizational fit, and competitive pressure significantly influence enterprise metaverse adoption. Further, enterprise metaverse adoption is also significantly associated with the sustainable performance (environmental, social, economic) of the firm. Moreover, the results highlight that the association between technology roadmapping, organizational fit, competitive pressure, and trading partner readiness towards enterprise metaverse adoption are stronger for organizations having low technology turbulence. Further, the impact of automated decision-making on enterprise metaverse adoption is moderated by leadership support. The findings of this research will enhance the metaverse literature by providing insights into how businesses integrate this technology, shedding light on the technological, organizational and environmental factors crucial for the adoption. Further, this study will provide insights into how businesses can leverage enterprise metaverse capabilities in their organizations, further enhancing overall sustainability.

Suggested Citation

  • Kumar, Aman & Shankar, Amit, 2024. "Building a sustainable future with enterprise metaverse in a data-driven era: A technology-organization-environment (TOE) perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002820
    DOI: 10.1016/j.jretconser.2024.103986
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