Özet:

The problem of interaction with consumers in marketing is one of the issues that businesses should always solve in the first place. At this point, when we look at the history, it is possible to see that the rate of change of the communication channels used progresses in parallel with the rate of change in technology. A similar turning point such as the internet and the developing social media network in the past is experienced today with Metaverse technology. According to some, this technology, which is seen as the three-dimensional state of the internet and a hybrid world where virtual and reality meet, provides consumers with personalized, immersive experiences. In the few studies on Metaverse technology in the literature, it is seen that some theories such as The Diffusion of İnnovations, The Theory of Planned Behavior, different versions of The Technology Acceptance Model and The Unified Theory Acceptance and Use of Technology Model are used to reveal the consumers' approach to Metaverse technology. One of the most important reasons for the widespread use of the Technology Acceptance Model is that it is simple, easy and understandable. In this study, within the theoretical framework of The Technology Acceptance Model, Metaverse and changing behaviors of consumers are discussed and the reflections on consumers' purchasing intentions are interpreted. In this way, it was aimed to create a framework for marketers and content producers and to lay the groundwork for future empirical studies on this subject with the spread of Metaverse technology.

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