Examining mechanisms underlying intention to visit metaverse museum using the theory of planned behavior (TPB)

DİNÇ H., Argan M., Gürbüz B., Argan M. T., Çetin A.

Journal of Tourism, Leisure and Hospitality, cilt.8, sa.0, ss.93-109, 2026 (TRDizin)

Özet

Little research has investigated the relationships among past behavior, involvement, attitude, subjective norm, perceived behavioral control, and intention in the context of metaverse museums, and the mechanisms underlying these associations remain largely unknown. Therefore, this study aimed to examine the antecedents of metaverse museum visit intention by extending the Theory of Planned Behavior (TPB). Data were collected from 449 participants living in Turkey using convenience and snowball sampling methods. The proposed model was tested using structural equation modeling (SEM). The results revealed that past behavior significantly predicted both involvement and perceived behavioral control. In addition, involvement had a significant positive effect on perceived behavioral control. Perceived behavioral control significantly affected subjective norm and attitude but did not directly influence intention. Subjective norm and attitude were found to have significant positive effects on intention. Mediation analyses further supported the indirect effects proposed in the conceptual model. The findings have important theoretical and practical implications for understanding metaverse museum-visit behavior.