Testing a model for adopting Metaverse technology in the Iraqi Media Network - Nineveh Section

Abstract

    In today's digital business environment, the Iraqi Media Network seeks to discover creative ideas to support and enhance its service position and enrich and simplify the process of providing services to beneficiaries. Metaverse technology has emerged as a hypothesis for the next generation of the Internet, which consists of decentralized and stable three-dimensional virtual reality environments. The purpose of this study is to study the factors influencing the intention to adopt Metaverse technology by the Iraqi Media Network - Nineveh Section based on the theories (TOE, TAM). The research adopted the descriptive and analytical approach, and a questionnaire was used to collect data. The research sample amounted to (54) respondents out of a total of (73) working individuals (study community). The questionnaire was designed using a five-point Likert scale. The study used several statistical methods to analyze the data. Frequencies, percentages, arithmetic means, and standard deviations were used, in addition to using the structural equation modeling method to test the hypotheses. The study concluded that the factors (technical context, organizational context, environmental context, perceived usefulness, perceived ease of use) affect the intention to adopt Metaverse technology by the Iraqi Media Network - Nineveh Section. The most prominent proposals of the study were the necessity for the Iraqi Media Network - Nineveh Section to adopt Metaverse technology, which will contribute to enhancing and simplifying the provision of services to beneficiaries.