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Given the scarce research on the intention to use the metaverse by higher education students in the marketing field and since the introduction of the metaverse brings a new dimension to consumer interaction, the purpose of this study aims to understand what psychological and contextual factors such as the feeling of loneliness or perceived social risk of young people affect the incorporation of immersive reality tools in the teaching-learning process.

Currently, the use of the metaverse in university education has captured the interest of teachers and researchers. The adoption of immersive virtual platforms where students experience different forms of interaction through customized avatars appears as a promising opportunity in the field of marketing, while concerns arise about the social and psychological risks that may affect its main adopters, youth. The proposed relationships were evaluated using PLS-SEM (symmetric) and QCA (asymmetric) approaches.

The results revealed that the feeling of loneliness, as well as personality traits of openness to experience and conscientiousness, in relation to hedonic motivations, are significant for the intention to use the metaverse.

This research provides useful implications from an educational perspective, as well as applications in the commercial management of immersive platforms, taking into account their social impact, allowing for effective exploration and development of the metaverse’s potential in educational environments.

This research analyzes the relationship between the experience of feelings of loneliness and perceived social risk in the educational environment, along with the psychological and motivational factors affecting the intention to use the metaverse by higher education students which have not been investigated in the scientific literature so far.

The purpose of the research is to analyze the factors that determine the intention of small- and medium-sized enterprises (SMEs) to adopt the Metaverse. For this purpose, the analysis of the effort expectancy and performance expectancy of the constructs in relation to business satisfaction is proposed.

The analysis was performed on a sample of 182 Spanish SMEs in the technology sector, using a PLS-SEM approach for development. For the confirmation of the model and its results, an analysis with PLSpredict was performed, obtaining a high predictive capacity of the model.

After the analysis of the model proposed in this research, it is recorded that the valuation of the effort to be made and the possible performance expected by the companies does not directly determine the intention to use immersive technology in their strategic behavior. Instead, the results obtained indicate that business satisfaction will involve obtaining information, reducing uncertainty and analyzing the competition necessary for approaching this new virtual environment.

The study represents one of the first approaches to the intention of business behavior in the development of performance strategies within Metaverse systems. So far, the literature has approached immersive systems from perspectives close to consumer behavior, but the study of strategic business behavior has been left aside due to the high degree of experimentalism of this field of study and its scientific approach. The present study aims to contribute to the knowledge of the factors involved in the intention to use the Metaverse by SMEs interested in this field.