• Carlence Maurlen Ciputra Surabaya University
  • Henry Susanto Pranoto Ciputra Surabaya University
Keywords: Musical Metaverse, Performance Expectancy, Effort Expectancy, Social Influence, Personal Innovation


This research study observes the musical Metaverse and applies the theories of UTAUT (Unified Theory of Acceptance and Use of Technology) and IDT (Innovation Diffusion Theory). It aims to examine the acceptance of the musical Metaverse toward the behavior intention to use (BI), which is influenced by performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC), moderated by personal innovativeness (PI). The Google form data was collected from 250 Ciputra University students who familiarized themselves with the musical Metaverse, and the data was later processed using SmartPLS 4. The results showed that PE has a significant effect on BI, EE has no significant effect on BI, and SI has no significant effect on BI. FC has a significant effect on BI; PI has not been able to strengthen other factors to have the intention to use the musical Metaverse. Thus, performance expectancy and facilitating conditions influence the intention to use the musical Metaverse. Meanwhile, personal innovativeness cannot significantly moderate the relationship between PE, EE, SI, and FC


Download data is not yet available.


Abbad, M. M. M. (2021). Using The UTAUT Model to Understand Students’ Usage of E-learning Systems in Developing Countries. Education and Information Technologies, 26(6), 7205–7224.

Akour, I. A., Al-Maroof, R. S., Alfaisal, R., & Salloum, S. A. (2022). A Conceptual Framework for Determining Metaverse Adoption in Higher Institutions of Gulf Area: An Empirical Study using hybrid SEM-ANN Approach. Computers and Education: Artificial Intelligence, 3, 100052.

Alima, Y. N., & Ramadhanty, S. F. (2022). Using Digital Media as a Stage for Korean Music Concerts during the Covid-19 Pandemic (Case Study of BTS Online Concert). Jurnal Komunikasi Dan Teknologi Informasi, 14(2), 236–258.

Alomari, A. S. A., & Abdullah, N. L. (2023). Factors Influencing The Behavioral Intention toUuse Cryptocurrency Among Saudi Arabian Public University Students: Moderating Role of Financial Literacy. Cogent Business & Management, 10(1).

Amaral, M. A. L., & Watu, E. G. C. (2021). The Influence of Performance Expectancy, Effort Expectancy, Social Influence and Trust on Sustainable Value Using FDAS duringTthe Covid-19 Pandemic. Sebatik, 25(2), 562–570.

Ammenwerth, E. (2019). Technology Acceptance Models in Health Informatics: TAM and UTAUT. Stud Health Technol Inform, 263, 64–71.

Annur, C. M. (2022). Survey: Many People Want to Enter the Metaverse for Virtual “Hanging.” Databoks.

Asare, A. ohemeng, Fei, S. Y., & Budu, K. W. A. (2016). Adoption of E-Learning in Higher Education: Expansion of UTAUT Model. European Academiv Research, 3(12), 13239–13259.

Blut, M., Chong, A. Y. L., Tsigna, Z., & Venkatesh, V. (2022). Meta-Analysis of The Unified Theory of Acceptance and Use of Technology (UTAUT): Challenging its Validity and Charting a Research Agenda in The Red Ocean. Journal of the Association for Information Systems, 23(1), 13–95.

Condon, D. (2020). The Music Industry has Lost $200 Million Dollars Due to Coronavirus So Far — Here’s How You Can Help. Double J.

Gupta, S., Gupta, S., Mathew, M., & Sama, H. R. (2021). Prioritizing Intentions Behind Investment in Cryptocurrency: a Fuzzy Analytical Framework. Journal of Economic Studies, 48(8), 1442–1459.

Guttentag, D., & Smith, S. L. J. (2022). The Diffusion of Airbnb: A Comparative Look at Earlier Adopters, Later Adopters, and Non-Adopters. Current Issues in Tourism, 25(20), 3225–3244.

Hair, J., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods (4th ed.). New York: Routledge.

Handoko, B. L. (2019). Application of UTAUT Theory in Higher Education Online Learning. Proceedings of the 2019 10th International Conference on E-Business, Management and Economics, 259–264.

Ministry of Tourism and Creative Economy. (2021). World Class Indonesian Music Concerts That Are Always Awaited. Kemenparekraf/Baparekraf RI.

Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497.

Naufaldi, I., & Tjokrosaputro, M. (2020). The Influence of Perceived Ease of Use, Perceived Usefulness, and Trust on Intention to Use. Jurnal Manajerial Dan Kewirausahaan, 2(3), 715–722.

Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Application of Likert Scale and Dichotomous Scale in Online Questionnaires. Jurnal Sains Dan Informatika, 5(2), 128–137.

Sabari, M. R., Ridha, M. H., Aji, N. B., Gahari, M. Y. R., Raniati, L., Susilowati, S., & Manusari, R. (2022). Study About Metaverse Platform and Its Implementation in Indonesian Economic Ecosystem. Proceedings of the BSKJI National Seminar “Post Pandemic Economy Recovery,” 40–47.

Setiyani, L., Natalia, I., & Liswadi, G. T. (2023). Analysis of Behavioral Intentions of E-Commerce Shopee Users in Indonesia Using UTAUT2. ADI Journal on Recent Innovation (AJRI), 4(2), 160–171.

Silfiani, D. (2023). Temporary Doubling (Ephemeral Recording) in Online Concerts Broadcast via Live Stream Regarding The Use of Song Copyrights. "Dharmasisya” Jurnal Program Magister Hukum FHUI, 2(13).

Statista. (2023). Metaverse Live Entertainment - Indonesia. Statista.Com.

Susilawati, E., Badaru, B., Safrida, Sauqi, A., Nugroho, A. D., Yufrinalis, M., Kusuma, A. D., Falidayanti, A’yun, K., Nuha, M. A. U., Hidayati, P. I., Bare, Y., Wandini, R. R., Ramadina, E., Peni, N., Lete, M. K., Awalin, A. S., Ernawati, E. Y., Dhapa, D., … Chabibah, N. (2022). Digitalization of The Metaverse Era. Tulung Agung: Akademia Pustaka.

Swarbrick, D., Seibt, B., Grinspun, N., & Vuoskoski, J. K. (2021). Corona Concerts: The Effect of Virtual Concert Characteristics on Social Connection and Kama Muta. Frontiers in Psychology, 12.

Teng, Z., Cai, Y., Gao, Y., Zhang, X., & Li, X. (2022). Factors Affecting Learners’ Adoption of An Educational Metaverse Platform: An Empirical Study Based on An Extended UTAUT Model. Mobile Information Systems, 5479215, 1–15.

Turchet, L. (2023). Musical Metaverse: Vision, Opportunities, and Challenges. Personal and Ubiquitous Computing.

Turchet, L., Hamilton, R., & Camci, A. (2021). Music in Extended Realities. IEEE Access, 9, 15810–15832.

Verma, P., & Sinha, N. (2018). Integrating Perceived Economic Wellbeing to Technology Acceptance Model: The Case of Mobile Based Agricultural Extension Service. Technological Forecasting and Social Change, 126, 207–216.

Yang, F., Ren, L., & Gu, C. (2022). A Study of College Students’ Intention to Use Metaverse Technology for Basketball Learning Based on UTAUT2. Heliyon, 8(9).

Yuen, K. F., Cai, L., Qi, G., & Wang, X. (2021). Factors Influencing Autonomous Vehicle Adoption: An Application of The Technology Acceptance Model and Innovation Diffusion Theory. Technology Analysis & Strategic Management, 33(5), 505–519.

Zacharis, G., & Nikolopoulou, K. (2022). Factors Predicting University Students’ Behavioral Intention to Use eLearning Platforms in The Post-Pandemic Normal: An UTAUT2 Approach with ‘Learning Value.’ Education and Information Technologies, 27(9), 12065–12082.

How to Cite
Maurlen, C. and Pranoto, H. 2023. THE APPLICATION OF UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY IN MUSICAL METAVERSE. Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis. 5, 2 (Sep. 2023), 075 - 087. DOI: