Enterprising Avatars: Personality and Intention Formation in the Metaverse

Purpose Given the emerging importance of entrepreneurship in immersive digital environments, this research (1) examined how personality shapes meta-entrepreneurial intention, and (2) examined the factors of personal attitude and perceived capability as mediators that are able to influence meta-entrepreneurial intention. Design/methodology/approach: A quantitative research design was utilized that draws on the Theory of Planned Behavior and Big Five personality traits. Data was obtained from 225 professionals within startups and SME's in Riyadh, Saudi Arabia, and the data was analyzed using structural equation modeling (SEM). Findings: The results of the study indicate that three of the Big Five personality traits have an influence on meta-entrepreneurial intention. Specifically, the dimensions of Extraversion, Conscientiousness, and Openness to Experience strongly influence meta-entrepreneurial intention. Further, the model suggested key mediators of personal attitude and perceived capability. The predictive power of the proposed model indicated moderate strength (R² = 0.546; Q² = 0.396). Originality/value: The current study is one of the first to investigate entrepreneurial motivation in metaverse-like scenarios, representing an advancement in the emerging literature of meta-entrepreneurship, particularly in the context of digital innovation economies.