A STUDY ON THE METAVERSE SUCCESS FACTORS USING THE ANALYTIC HIERARCHY PROCESS
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Published
Aug 20, 2025
Soo Hwan KWAK
Bongsik SHIN
Min-Suk YOON
http://orcid.org/0000-0003-2364-1516
Abstract
This study aims to contribute to the development of the metaverse by identifying and evaluating its success factors from a business perspective using the Analytic Hierarchy Process (AHP). Based on recent trends in metaverse research—which expanded rapidly during the COVID-19 pandemic—ten key success factors were identified. These factors were categorized into three primary groups: technological, market, and functional. A hierarchical model was constructed with these three top-level factors and their corresponding second-level sub-factors. Expert opinions were collected through a structured survey, and the relative importance of each factor was analyzed using the AHP. The results show that functional factors are the most critical, followed by market and technological factors. Among the second-level sub-factors, fun emerges as the most important, followed by network and communication, market size, and immersion. The analysis also confirms differences in priority among the three expert groups—academics, researchers, and industry practitioners—through the AHP’s compatibility index. These findings provide meaningful insights into the strategic direction and future development of the metaverse.
How to Cite
KWAK, S. H., SHIN, B., & YOON, M.-S. (2025). A STUDY ON THE METAVERSE SUCCESS FACTORS USING THE ANALYTIC HIERARCHY PROCESS. International Journal of the Analytic Hierarchy Process, 17(2). https://doi.org/10.13033/ijahp.v17i2.1321
Downloads
Download data is not yet available.
##plugins.themes.bootstrap3.article.details##
Keywords
metaverse, research trend, AHP, compatibility, importance
References
Abbate, S., Centobelli, P., Cerchione, R., Oropallo, E., and Riccio, E. (2022). A first bibliometric literature review on Metaverse, IEEE Technology and Engineering Management Conference (TEMSCON Europe), 254–260.
https://doi.org/10.1109/temsconeurope54743.2022.9802015
Agarwal, U., Tandon, D., Sharma, V. K., & Mishra, P. (2022). Metaverse technology: An overview. International Research Journal of Modernization in Engineering Technology and Science, 4(11), 1287–1289.
Ahsani, V., Rahimi, A., Letafati, M., & Khalaj, B. H. (2023). Unlocking metaverse-as-a-service: The three pillars to watch: Privacy and security, edge computing, and blockchain.
https://doi.org/10.48550/arXiv.2301.01221
Amir, A. S., Sinaga, H. R., Atrianingsih, A., Dutta, S., Anurogo, D., Sulistiani, I., & Wagay, J. A. (2025). Visualization and bibliometric analysis of research evolution on metaverse. Journal of Scholarly Publishing. Advance Access. https://doi.org/10.3138/jsp-2024-0032
Babu, M. U. A., & Mohan, P. (2022). Impact of the metaverse on the digital future: People’s perspective. In 7th International Conference on Communication and Electronics Systems (ICCES) (pp. 1576–1581). https://doi.org/10.1109/icces54183.2022.9835951
Bakos, Y., & Katsamakas, E. (2022). Design and value of metaverse platforms: A research agenda. SSRN. https://doi.org/10.2139/ssrn.4201023
Balica, R.-Ș., Majerová, J., & Cuțitoi, A.-C. (2022). Metaverse applications, technologies, and infrastructure: Predictive algorithms, real-time customer data analytics, and virtual navigation tools. Linguistic and Philosophical Investigations, 21, 219–235.
https://doi.org/10.22381/lpi21202214
Ball, M. (2022). The metaverse: And how it will revolutionize everything. Liveright.
Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1–2), 135–148.
https://doi.org/10.1007/s10660-009-9030-8
Carter, D. (2022). Immersive employee experiences in the metaverse: Virtual work environments, augmented analytics tools and sensory and tracking technologies. Psychosociological Issues in Human Resource Management, 10(1), 35–49.
https://doi.org/10.22381/pihrm10120223
Chen, Z., Wu, J., Gan, W., & Qi, Z. (2022). Metaverse security and privacy: An overview. IEEE BigData. https://doi.org/10.48550/arXiv.2211.14948
Cheng, S. (2023). Metaverse: Concept, content and context. Springer.
https://doi.org/10.1007/978-3-031-24359-2
Chengoden, R., Victor, N., Huynh-The, T., Yenduri, G., Jhaveri, R. H., Alazab, M., Bhattacharya, S., Hegde, P., Maddikunta, P. K. R., & Gadekallu, T. R. (2016). Metaverse for healthcare: A survey on potential applications, challenges and future directions. IEEE Access, 4, 1–28. https://doi.org/10.1109/access.2023.3241628
Choi, H., Nam, J., & Jung, Y. (2022). Factors influencing creators’ choice of metaverse platforms. In KMIS 2022 Fall Conference (pp. 339–344).
Christensen, C. M., & Raynor, M. E. (2003). The innovator's solution: Creating and sustaining successful growth. Harvard Business School Press.
https://doi.org/10.5465/ame.2004.12689164
Contreras, G. S., González, A. H., Fernández, M. I. S., Cepa, C. B. M., & Escobat, J. C. Z. (2022). The importance of the application of the metaverse in education. Modern Applied Science, 16(3), 34–40. https://doi.org/10.5539/mas.v16n3p34
Damar, M. (2021). Metaverse shape of your life for future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1–8.
De Felice, F., Petrillo, A., Iovine, G., Salzano, C., & Baffo, I. (2023). How does the metaverse shape education? A systematic literature review. Applied Sciences, 13(9), 5682.
https://doi.org/10.3390/app13095682
Delgado, C. B. (2022). User experience (UX) in metaverse: Realities and challenges. Metaverse Basic and Applied Research, 1(9), 1–4. https://doi.org/10.56294/mr20229
Dionisio, J. D. N., Burns III, W. G., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys, 45(3), 1–38.
https://doi.org/10.1145/2480741.2480751
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., ... & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
https://doi.org/10.1016/j.ijinfomgt.2022.102542
Ganapathy, K. (2023). Metaverse and healthcare: A clinician’s perspective. Apollo Medicine, 19(4), 256–261. https://doi.org/10.4103/am.am_103_22
Garavand, A., & Aslani, N. (2022). Metaverse phenomenon and its impact on health: A scoping review. Informatics in Medicine Unlocked, 32, 101029.
https://doi.org/10.1016/j.imu.2022.101029
Gartner Research. (2023 August). Hype cycle for emerging technologies, 2023.
https://www.gartner.com/en/documents/4597499
Garuti, C. (2016). New advances of the compatibility index “G” in weighted environments. International Journal of the Analytic Hierarchy Process, 8(3), 514–537.
http://dx.doi.org/10.13033/ijahp.v8i3.438
Garuti, C., & Salomon, V. A. P. (2011). Compatibility indices between priority vectors. International Journal of the Analytic Hierarchy Process, 4(2), 151–160.
http://dx.doi.org/10.13033/ijahp.v4i2.130
Han, J., Heo, J., & You, E. (2021). Analysis of metaverse platform as a new play culture: Focusing on Roblox and ZEPETO. In 2nd International Conference on Human-Centered Artificial Intelligence, Computing4Human (pp. 27–36).
Huang, Y., Li, Y., & Cai, Z. (2022). Security and privacy in metaverse: A comprehensive survey. Big Data Mining and Analytics, Article ID 9020047.
Huynh-The, T., Pham, Q.-V., Pham, X.-Q., Nguyen, T. T., Han, Z., & Kim, D.-S. (2022). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence, 117, 105581. https://doi.org/10.1016/j.engappai.2022.105581
Hwang, G.-J., & Chien, S.-Y. (2022). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective. Computers and Education: Artificial Intelligence, 3, 100082. 1-6. https://doi.org/10.1016/j.caeai.2022.100082
Jeong, H., Yi, Y., & Kim, D. (2022). An innovative E-commerce platform incorporating metaverse to live commerce. International Journal of Innovative Computing, Information and Control, 18(1), 221–229.
Kim, E. C., & Park, E. (2022). The effect of social type metaverse characteristics on fun experience and continuous use intention: Mediation effect of presence and achievement. Korean Journal of Consumer and Advertising Psychology, 23(3), 289–312.
Kim, H. K. (2022). Exploring learner perceptions of metaverse class in higher education. Service Marketing Journal, 15(2), 51–68.
Kim, N., Min, S., & Chaiy, S. (2015). Why do firms enter a new product market? A two-dimensional framework for market entry motivation and behavior. Journal of Product Innovation Management, 32(2), 263–278. https://doi.org/10.1111/jpim.12223
Kim, T., & Kim, S. (2021). Digital transformation, business model and metaverse. Journal of Digital Convergence, 19(11), 215–224.
Koo, C., Kwon, J., Chung, N., & Kim, J. (2022). Metaverse tourism: Conceptual framework and research propositions. Current Issues in Tourism, 1–7.
https://doi.org/10.1080/13683500.2022.2122781
Kovacova, M., Machova, V., & Bennett, D. (2022). Immersive extended reality technologies, data visualization tools, and customer behavior analytics in the metaverse commerce. Journal of Self-Governance and Management Economics, 10(2), 7–21.
https://doi.org/10.22381/jsme10220221
Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behavior & Research, 2(9), 52–77. https://doi.org/10.1108/ijebr-12-2021-0984
Kwak, S. H., & Whang, K.-S. (2008). A framework of make-or-buy planning for an assembler. International Journal of Entrepreneurship and Innovation, 8(4), 488–500.
https://doi.org/10.1504/ijeim.2008.022317
Kye, B., Han, N., Kim, E., Park, Y., & Jo, S. (2021). Educational applications of metaverse: Possibilities and limitations. Journal of Educational Evaluation for Health Professions, 18, Article 32. https://doi.org/10.3352/jeehp.2021.18.32
Lee, J. S., & Rhee, D. W. (2022). Classification of fun elements in metaverse content. Journal of the Korea Institute of Information and Communication Engineering, 26(8), 1148–1157.
Lee, L. H., Braud, T., Zhou, P. Y., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C., & Hui, P. (2024). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Foundations and Trends in Human-Computer Interaction, 18(2–3), 100–337. https://doi.org/10.1561/1100000095
Li, K., Cui, Y., Li, W., Lv, T., Yuan, X., Li, S., Ni, W., Simsek, M., & Dressler, F. (2022). When internet of things meets metaverse: Convergence of physical and cyber worlds. arXiv. https://doi.org/10.48550/arXiv.2208.13501
Lim, W. Y. B., Xiong, Z., Niyato, D., Cao, X., Miao, C., Sun, S., & Yang, Q. (2022). Realizing the metaverse with edge intelligence: A match made in heaven. IEEE Wireless Communications. https://doi.org/10.48550/arXiv.2201.01634
Lin, H., Wan, S., Gan, W., Chen, J., & Chao, H.-C. (2022). Metaverse in education: Vision, opportunities, and challenges. In IEEE International Conference on Big Data (pp. 2857–2866). https://doi.org/10.48550/arXiv.2211.14951
McKinsey & Company. (2022 June). Value creation in the metaverse. https://www.mckinsey.com/industries/technology/our-insights/value-creation-in-the-metaverse
Meyer, A., Chase, R., Roth, A., Voss, C., Sperl, K., Menor, L., and Blackmon, K. (1999). Service competitiveness: An international benchmarking comparison of service practice and performance in Germany, UK and USA. International Journal of Service Industry Management, 10(4), 369-379.
https://doi.org/10.1108/09564239910282334
Min, S., Kim, N., & Zhan, G. (2017). The impact of market size on new market entry: A contingency approach. European Journal of Marketing, 51(1), 2–22.
https://doi.org/10.1108/ejm-12-2013-0696
Mozumder, A. A. I., Sheeraz, M. M., Athar, A., Aich, S., & Kim, H.-C. (2022). Overview: Technology roadmap of the future trend of metaverse based on IoT, blockchain, AI technique, and medical domain metaverse activity. In International Conference on Advanced Communications Technology (ICACT) (pp. 256–261).
https://doi.org/10.23919/icact53585.2022.9728808
Muralidhar, K., Santhanam, R., & Wilson, R. L. (1990). Using the analytic hierarchy process for information system project selection. Information and Management, 18(2), 87–95. https://doi.org/10.1016/0378-7206(90)90055-m
Musamih, A., Al-Hammadi, Y., Yaqoob, I., Omar, M., Salah, K., Ellahham, S., & Jayaraman, R. (2022). Metaverse in healthcare: Applications, challenges, and future directions. IEEE Consumer Electronics Magazine.
https://doi.org/10.1109/MCE.2022.3223522
Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497.
https://doi.org/10.3390/encyclopedia2010031
Nagendran, A., Compton, S., Follette, W. C., Golenchenko, A., Compton, A., & Grizou, J. (2022). Avatar led interventions in the metaverse reveal that interpersonal effectiveness can be measured, predicted, and improved. Scientific Reports, 12, Article 21892.
https://doi.org/10.1038/s41598-022-26326-4
Ojala, A., & Tyrväinen, P. (2007). Market entry and priority of small and medium-sized enterprises in the software industry: An empirical analysis of cultural distance, geographic distance, and market size. Journal of International Marketing, 15(3), 123–149.
https://doi.org/10.1509/jimk.15.3.123
Pace, R. W., & Stephan, E. G. (1996). Paradigms of competitiveness. Competitiveness Review, 6(1), 8–13.
Park, J., Park, S., & Lee, C. (2022). A study on firms’ metaverse use and competitiveness. The Journal of the Convergence on Culture Technology, 8(3), 441–447.
Park, S., & Kim, S. (2022). Identifying world types to deliver gameful experiences for sustainable learning in the metaverse. Sustainability, 14(1361), 1–14.
https://doi.org/10.3390/su14031361
Park, S. M., & Kim, Y. G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10, 4209–4251.
https://doi.org/10.1109/access.2021.3140175
Phakamach, P., Senarith, P., & Wachirawongpaisarn, S. (2022). The metaverse in education: The future of immersive teaching & learning. RICE Journal of Creative Entrepreneurship and Management, 3(2), 75–88.
Pine II, B. J., & Gilmore, J. H. (1999). The experience economy. Harvard Business School Press.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Radoff, J. (2021 April 7). The metaverse value-chain. Medium https://medium.com/buildingthe-metaverse/the-metaverse-value-chain-afcf9e09e3a7
Saaty, T. L. (1980). The analytic hierarchy process. McGraw Hill.
Saaty, T. L. (1996). The analytic network process. RWS Publications.
Saaty, T. L., & Vargas, L. G. (2012). Models, methods, concepts & application of analytic hierarchy process. Springer Science & Business Media.
Saaty, T. L., & Peniwati, K. (2007). Group decision-making: Drawing out and reconciling differences. RWS Publications.
Salmeron, J. L., & Herrero, I. (2005). An AHP-based methodology to rank critical success factors of executive information systems. Computer Standards & Interfaces, 28(1), 1–12. https://doi.org/10.1016/j.csi.2004.09.002
Schöbel, S., Karatas, J., Tingelhoff, F., & Leimeister, J. M. (2023). Not everything is a metaverse! A practitioners perspective on characterizing metaverse platforms. Proceedings of the 56th Hawaii International Conference on System Sciences, 544–553. https://doi.org/10.24251/hicss.2023.070
Shen, J., & Ko, J. (2022). An exploratory study on the competitive advantage and internationalization of metaverse game platform: Focusing on Roblox case analysis. International Business Review, 26(1), 103–123.
Shi, F., Ning, H., Zhang, X., Li, R., Tian, Q., Zhang, S., Zheng, Y., Guo, Y., & Daneshmand, M. (2022). A new technology perspective of the metaverse: Its essence, framework and challenges. Computers and Society. https://arxiv.org/abs/2211.05832
Statista. (2023). Market size of the metaverse worldwide from 2020 to 2028. https://www.statista.com/statistics/1284676/metaverse-market-size-worldwide/
Stephenson, N. (1992). Snow crash. Bantam Books.
Sun, J., Gan, W., Chao, H.-C., & Yu, P. S. (2022). Metaverse: Survey, applications, security, and opportunities. arXiv:2210.07990. https://doi.org/10.48550/arXiv.2210.07990
Suzuki, S., Kanematsu, H., Barry, D. M., Ogawa, N., Yajima, K., Nakahira, K. T., Shirai, T., Kawaguchi, M., Kobayashi, T., & Yoshitake, M. (2020). Virtual experiments in metaverse and their applications to collaborative projects: The framework and its significance. Procedia Computer Science, 176, 2125–2132.
https://doi.org/10.1016/j.procs.2020.09.249
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, Article ID 5479215.
https://doi.org/10.1155/2022/5479215
Ulaş, S., & Alkan, Z. (2022). Influencers and the metaverse: A dialogical communication review on metafluence. Journal of Erciyes Communication, 3, 93–111.
https://doi.org/10.17680/erciyesiletisim.1138841
Valaskova, K., Machova, V., & Lewis, E. (2022). Virtual marketplace dynamics data, spatial analytics, and customer engagement tools in a real-time interoperable decentralized metaverse. Linguistic and Philosophical Investigations, 21, 105–120.
https://doi.org/10.22381/lpi2120227
Wang, H., Chen, D., & Deng, Q. (2022). The formation, development and research prospect of educational metaverse. Education Journal, 11(5), 260–266.
Wang, L., Ali, Y., Nazir, S., & Niazi, M. (2020). ISA evaluation framework for security of internet of health things system using AHP-TOPSIS methods. IEEE Access, 8, 152316–152332. https://doi.org/10.1109/access.2020.3017221
Wang, M., Yu, H., Bell, Z., & Chu, X. (2022). Constructing an edu-metaverse ecosystem: A new and innovative framework. IEEE Transactions on Learning Technologies, 15(6), 685–696. https://doi.org/10.1109/tlt.2022.3210828
Xu, M., Ng, W. C., Lim, W. Y. B., Kang, J., Xiong, Z., Niyato, D., Yang, Q., Shen, X. S., & Miao, C. (2022). A full dive into realizing the edge-enabled metaverse: Visions, enabling technologies, and challenges. IEEE Communications Surveys & Tutorials, 1–46.
https://doi.org/10.1109/comst.2022.3221119
Yu, J.-E. (2022). Exploration of educational possibilities by four metaverse types in physical education. Technologies, 10, 104. https://doi.org/10.3390/technologies10050104
Zhang, X., Chen, Y., Hu, L., & Wang, Y. (2022). The metaverse in education: Definition, framework, features, potential applications, challenges, and future research topics. Frontiers in Psychology, 13, 1016300. https://doi.org/10.3389/fpsyg.2022.1016300
Zhang, Y., & Chen, X. (2023). Social implications of the metaverse: A critical review. Social Science Computer Review, 41(2), 123–145.
https://doi.org/10.1177/08944393211012345
Zhao, M., Chen, Y., & Smith, R. (2023). Sustainability challenges in the metaverse: Energy consumption and regulatory gaps. Future Technology Studies, 12(3), 78–95.
Zhao, Y., Jiang, J., Chen, Y., Liu, R., Yang, Y., Xue, X., & Chen, S. (2022). Metaverse: Perspectives from graphics, interactions and visualization. Visual Informatics, 6, 56–67.
https://doi.org/10.1016/j.visinf.2022.03.002
Zhou, B. (2022). Building a smart education ecosystem from a metaverse perspective. Mobile Information Systems, Article ID 1938329, 1–10.
Zhu, H. (2022). MetaAID: A flexible framework for developing metaverse applications via AI technology and human editing. https://doi.org/10.48550/arXiv.2204.01614
https://doi.org/10.1109/temsconeurope54743.2022.9802015
Agarwal, U., Tandon, D., Sharma, V. K., & Mishra, P. (2022). Metaverse technology: An overview. International Research Journal of Modernization in Engineering Technology and Science, 4(11), 1287–1289.
Ahsani, V., Rahimi, A., Letafati, M., & Khalaj, B. H. (2023). Unlocking metaverse-as-a-service: The three pillars to watch: Privacy and security, edge computing, and blockchain.
https://doi.org/10.48550/arXiv.2301.01221
Amir, A. S., Sinaga, H. R., Atrianingsih, A., Dutta, S., Anurogo, D., Sulistiani, I., & Wagay, J. A. (2025). Visualization and bibliometric analysis of research evolution on metaverse. Journal of Scholarly Publishing. Advance Access. https://doi.org/10.3138/jsp-2024-0032
Babu, M. U. A., & Mohan, P. (2022). Impact of the metaverse on the digital future: People’s perspective. In 7th International Conference on Communication and Electronics Systems (ICCES) (pp. 1576–1581). https://doi.org/10.1109/icces54183.2022.9835951
Bakos, Y., & Katsamakas, E. (2022). Design and value of metaverse platforms: A research agenda. SSRN. https://doi.org/10.2139/ssrn.4201023
Balica, R.-Ș., Majerová, J., & Cuțitoi, A.-C. (2022). Metaverse applications, technologies, and infrastructure: Predictive algorithms, real-time customer data analytics, and virtual navigation tools. Linguistic and Philosophical Investigations, 21, 219–235.
https://doi.org/10.22381/lpi21202214
Ball, M. (2022). The metaverse: And how it will revolutionize everything. Liveright.
Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1–2), 135–148.
https://doi.org/10.1007/s10660-009-9030-8
Carter, D. (2022). Immersive employee experiences in the metaverse: Virtual work environments, augmented analytics tools and sensory and tracking technologies. Psychosociological Issues in Human Resource Management, 10(1), 35–49.
https://doi.org/10.22381/pihrm10120223
Chen, Z., Wu, J., Gan, W., & Qi, Z. (2022). Metaverse security and privacy: An overview. IEEE BigData. https://doi.org/10.48550/arXiv.2211.14948
Cheng, S. (2023). Metaverse: Concept, content and context. Springer.
https://doi.org/10.1007/978-3-031-24359-2
Chengoden, R., Victor, N., Huynh-The, T., Yenduri, G., Jhaveri, R. H., Alazab, M., Bhattacharya, S., Hegde, P., Maddikunta, P. K. R., & Gadekallu, T. R. (2016). Metaverse for healthcare: A survey on potential applications, challenges and future directions. IEEE Access, 4, 1–28. https://doi.org/10.1109/access.2023.3241628
Choi, H., Nam, J., & Jung, Y. (2022). Factors influencing creators’ choice of metaverse platforms. In KMIS 2022 Fall Conference (pp. 339–344).
Christensen, C. M., & Raynor, M. E. (2003). The innovator's solution: Creating and sustaining successful growth. Harvard Business School Press.
https://doi.org/10.5465/ame.2004.12689164
Contreras, G. S., González, A. H., Fernández, M. I. S., Cepa, C. B. M., & Escobat, J. C. Z. (2022). The importance of the application of the metaverse in education. Modern Applied Science, 16(3), 34–40. https://doi.org/10.5539/mas.v16n3p34
Damar, M. (2021). Metaverse shape of your life for future: A bibliometric snapshot. Journal of Metaverse, 1(1), 1–8.
De Felice, F., Petrillo, A., Iovine, G., Salzano, C., & Baffo, I. (2023). How does the metaverse shape education? A systematic literature review. Applied Sciences, 13(9), 5682.
https://doi.org/10.3390/app13095682
Delgado, C. B. (2022). User experience (UX) in metaverse: Realities and challenges. Metaverse Basic and Applied Research, 1(9), 1–4. https://doi.org/10.56294/mr20229
Dionisio, J. D. N., Burns III, W. G., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys, 45(3), 1–38.
https://doi.org/10.1145/2480741.2480751
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., ... & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
https://doi.org/10.1016/j.ijinfomgt.2022.102542
Ganapathy, K. (2023). Metaverse and healthcare: A clinician’s perspective. Apollo Medicine, 19(4), 256–261. https://doi.org/10.4103/am.am_103_22
Garavand, A., & Aslani, N. (2022). Metaverse phenomenon and its impact on health: A scoping review. Informatics in Medicine Unlocked, 32, 101029.
https://doi.org/10.1016/j.imu.2022.101029
Gartner Research. (2023 August). Hype cycle for emerging technologies, 2023.
https://www.gartner.com/en/documents/4597499
Garuti, C. (2016). New advances of the compatibility index “G” in weighted environments. International Journal of the Analytic Hierarchy Process, 8(3), 514–537.
http://dx.doi.org/10.13033/ijahp.v8i3.438
Garuti, C., & Salomon, V. A. P. (2011). Compatibility indices between priority vectors. International Journal of the Analytic Hierarchy Process, 4(2), 151–160.
http://dx.doi.org/10.13033/ijahp.v4i2.130
Han, J., Heo, J., & You, E. (2021). Analysis of metaverse platform as a new play culture: Focusing on Roblox and ZEPETO. In 2nd International Conference on Human-Centered Artificial Intelligence, Computing4Human (pp. 27–36).
Huang, Y., Li, Y., & Cai, Z. (2022). Security and privacy in metaverse: A comprehensive survey. Big Data Mining and Analytics, Article ID 9020047.
Huynh-The, T., Pham, Q.-V., Pham, X.-Q., Nguyen, T. T., Han, Z., & Kim, D.-S. (2022). Artificial intelligence for the metaverse: A survey. Engineering Applications of Artificial Intelligence, 117, 105581. https://doi.org/10.1016/j.engappai.2022.105581
Hwang, G.-J., & Chien, S.-Y. (2022). Definition, roles, and potential research issues of the metaverse in education: An artificial intelligence perspective. Computers and Education: Artificial Intelligence, 3, 100082. 1-6. https://doi.org/10.1016/j.caeai.2022.100082
Jeong, H., Yi, Y., & Kim, D. (2022). An innovative E-commerce platform incorporating metaverse to live commerce. International Journal of Innovative Computing, Information and Control, 18(1), 221–229.
Kim, E. C., & Park, E. (2022). The effect of social type metaverse characteristics on fun experience and continuous use intention: Mediation effect of presence and achievement. Korean Journal of Consumer and Advertising Psychology, 23(3), 289–312.
Kim, H. K. (2022). Exploring learner perceptions of metaverse class in higher education. Service Marketing Journal, 15(2), 51–68.
Kim, N., Min, S., & Chaiy, S. (2015). Why do firms enter a new product market? A two-dimensional framework for market entry motivation and behavior. Journal of Product Innovation Management, 32(2), 263–278. https://doi.org/10.1111/jpim.12223
Kim, T., & Kim, S. (2021). Digital transformation, business model and metaverse. Journal of Digital Convergence, 19(11), 215–224.
Koo, C., Kwon, J., Chung, N., & Kim, J. (2022). Metaverse tourism: Conceptual framework and research propositions. Current Issues in Tourism, 1–7.
https://doi.org/10.1080/13683500.2022.2122781
Kovacova, M., Machova, V., & Bennett, D. (2022). Immersive extended reality technologies, data visualization tools, and customer behavior analytics in the metaverse commerce. Journal of Self-Governance and Management Economics, 10(2), 7–21.
https://doi.org/10.22381/jsme10220221
Kraus, S., Kanbach, D. K., Krysta, P. M., Steinhoff, M. M., & Tomini, N. (2022). Facebook and the creation of the metaverse: Radical business model innovation or incremental transformation? International Journal of Entrepreneurial Behavior & Research, 2(9), 52–77. https://doi.org/10.1108/ijebr-12-2021-0984
Kwak, S. H., & Whang, K.-S. (2008). A framework of make-or-buy planning for an assembler. International Journal of Entrepreneurship and Innovation, 8(4), 488–500.
https://doi.org/10.1504/ijeim.2008.022317
Kye, B., Han, N., Kim, E., Park, Y., & Jo, S. (2021). Educational applications of metaverse: Possibilities and limitations. Journal of Educational Evaluation for Health Professions, 18, Article 32. https://doi.org/10.3352/jeehp.2021.18.32
Lee, J. S., & Rhee, D. W. (2022). Classification of fun elements in metaverse content. Journal of the Korea Institute of Information and Communication Engineering, 26(8), 1148–1157.
Lee, L. H., Braud, T., Zhou, P. Y., Wang, L., Xu, D., Lin, Z., Kumar, A., Bermejo, C., & Hui, P. (2024). All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. Foundations and Trends in Human-Computer Interaction, 18(2–3), 100–337. https://doi.org/10.1561/1100000095
Li, K., Cui, Y., Li, W., Lv, T., Yuan, X., Li, S., Ni, W., Simsek, M., & Dressler, F. (2022). When internet of things meets metaverse: Convergence of physical and cyber worlds. arXiv. https://doi.org/10.48550/arXiv.2208.13501
Lim, W. Y. B., Xiong, Z., Niyato, D., Cao, X., Miao, C., Sun, S., & Yang, Q. (2022). Realizing the metaverse with edge intelligence: A match made in heaven. IEEE Wireless Communications. https://doi.org/10.48550/arXiv.2201.01634
Lin, H., Wan, S., Gan, W., Chen, J., & Chao, H.-C. (2022). Metaverse in education: Vision, opportunities, and challenges. In IEEE International Conference on Big Data (pp. 2857–2866). https://doi.org/10.48550/arXiv.2211.14951
McKinsey & Company. (2022 June). Value creation in the metaverse. https://www.mckinsey.com/industries/technology/our-insights/value-creation-in-the-metaverse
Meyer, A., Chase, R., Roth, A., Voss, C., Sperl, K., Menor, L., and Blackmon, K. (1999). Service competitiveness: An international benchmarking comparison of service practice and performance in Germany, UK and USA. International Journal of Service Industry Management, 10(4), 369-379.
https://doi.org/10.1108/09564239910282334
Min, S., Kim, N., & Zhan, G. (2017). The impact of market size on new market entry: A contingency approach. European Journal of Marketing, 51(1), 2–22.
https://doi.org/10.1108/ejm-12-2013-0696
Mozumder, A. A. I., Sheeraz, M. M., Athar, A., Aich, S., & Kim, H.-C. (2022). Overview: Technology roadmap of the future trend of metaverse based on IoT, blockchain, AI technique, and medical domain metaverse activity. In International Conference on Advanced Communications Technology (ICACT) (pp. 256–261).
https://doi.org/10.23919/icact53585.2022.9728808
Muralidhar, K., Santhanam, R., & Wilson, R. L. (1990). Using the analytic hierarchy process for information system project selection. Information and Management, 18(2), 87–95. https://doi.org/10.1016/0378-7206(90)90055-m
Musamih, A., Al-Hammadi, Y., Yaqoob, I., Omar, M., Salah, K., Ellahham, S., & Jayaraman, R. (2022). Metaverse in healthcare: Applications, challenges, and future directions. IEEE Consumer Electronics Magazine.
https://doi.org/10.1109/MCE.2022.3223522
Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497.
https://doi.org/10.3390/encyclopedia2010031
Nagendran, A., Compton, S., Follette, W. C., Golenchenko, A., Compton, A., & Grizou, J. (2022). Avatar led interventions in the metaverse reveal that interpersonal effectiveness can be measured, predicted, and improved. Scientific Reports, 12, Article 21892.
https://doi.org/10.1038/s41598-022-26326-4
Ojala, A., & Tyrväinen, P. (2007). Market entry and priority of small and medium-sized enterprises in the software industry: An empirical analysis of cultural distance, geographic distance, and market size. Journal of International Marketing, 15(3), 123–149.
https://doi.org/10.1509/jimk.15.3.123
Pace, R. W., & Stephan, E. G. (1996). Paradigms of competitiveness. Competitiveness Review, 6(1), 8–13.
Park, J., Park, S., & Lee, C. (2022). A study on firms’ metaverse use and competitiveness. The Journal of the Convergence on Culture Technology, 8(3), 441–447.
Park, S., & Kim, S. (2022). Identifying world types to deliver gameful experiences for sustainable learning in the metaverse. Sustainability, 14(1361), 1–14.
https://doi.org/10.3390/su14031361
Park, S. M., & Kim, Y. G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10, 4209–4251.
https://doi.org/10.1109/access.2021.3140175
Phakamach, P., Senarith, P., & Wachirawongpaisarn, S. (2022). The metaverse in education: The future of immersive teaching & learning. RICE Journal of Creative Entrepreneurship and Management, 3(2), 75–88.
Pine II, B. J., & Gilmore, J. H. (1999). The experience economy. Harvard Business School Press.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Radoff, J. (2021 April 7). The metaverse value-chain. Medium https://medium.com/buildingthe-metaverse/the-metaverse-value-chain-afcf9e09e3a7
Saaty, T. L. (1980). The analytic hierarchy process. McGraw Hill.
Saaty, T. L. (1996). The analytic network process. RWS Publications.
Saaty, T. L., & Vargas, L. G. (2012). Models, methods, concepts & application of analytic hierarchy process. Springer Science & Business Media.
Saaty, T. L., & Peniwati, K. (2007). Group decision-making: Drawing out and reconciling differences. RWS Publications.
Salmeron, J. L., & Herrero, I. (2005). An AHP-based methodology to rank critical success factors of executive information systems. Computer Standards & Interfaces, 28(1), 1–12. https://doi.org/10.1016/j.csi.2004.09.002
Schöbel, S., Karatas, J., Tingelhoff, F., & Leimeister, J. M. (2023). Not everything is a metaverse! A practitioners perspective on characterizing metaverse platforms. Proceedings of the 56th Hawaii International Conference on System Sciences, 544–553. https://doi.org/10.24251/hicss.2023.070
Shen, J., & Ko, J. (2022). An exploratory study on the competitive advantage and internationalization of metaverse game platform: Focusing on Roblox case analysis. International Business Review, 26(1), 103–123.
Shi, F., Ning, H., Zhang, X., Li, R., Tian, Q., Zhang, S., Zheng, Y., Guo, Y., & Daneshmand, M. (2022). A new technology perspective of the metaverse: Its essence, framework and challenges. Computers and Society. https://arxiv.org/abs/2211.05832
Statista. (2023). Market size of the metaverse worldwide from 2020 to 2028. https://www.statista.com/statistics/1284676/metaverse-market-size-worldwide/
Stephenson, N. (1992). Snow crash. Bantam Books.
Sun, J., Gan, W., Chao, H.-C., & Yu, P. S. (2022). Metaverse: Survey, applications, security, and opportunities. arXiv:2210.07990. https://doi.org/10.48550/arXiv.2210.07990
Suzuki, S., Kanematsu, H., Barry, D. M., Ogawa, N., Yajima, K., Nakahira, K. T., Shirai, T., Kawaguchi, M., Kobayashi, T., & Yoshitake, M. (2020). Virtual experiments in metaverse and their applications to collaborative projects: The framework and its significance. Procedia Computer Science, 176, 2125–2132.
https://doi.org/10.1016/j.procs.2020.09.249
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, Article ID 5479215.
https://doi.org/10.1155/2022/5479215
Ulaş, S., & Alkan, Z. (2022). Influencers and the metaverse: A dialogical communication review on metafluence. Journal of Erciyes Communication, 3, 93–111.
https://doi.org/10.17680/erciyesiletisim.1138841
Valaskova, K., Machova, V., & Lewis, E. (2022). Virtual marketplace dynamics data, spatial analytics, and customer engagement tools in a real-time interoperable decentralized metaverse. Linguistic and Philosophical Investigations, 21, 105–120.
https://doi.org/10.22381/lpi2120227
Wang, H., Chen, D., & Deng, Q. (2022). The formation, development and research prospect of educational metaverse. Education Journal, 11(5), 260–266.
Wang, L., Ali, Y., Nazir, S., & Niazi, M. (2020). ISA evaluation framework for security of internet of health things system using AHP-TOPSIS methods. IEEE Access, 8, 152316–152332. https://doi.org/10.1109/access.2020.3017221
Wang, M., Yu, H., Bell, Z., & Chu, X. (2022). Constructing an edu-metaverse ecosystem: A new and innovative framework. IEEE Transactions on Learning Technologies, 15(6), 685–696. https://doi.org/10.1109/tlt.2022.3210828
Xu, M., Ng, W. C., Lim, W. Y. B., Kang, J., Xiong, Z., Niyato, D., Yang, Q., Shen, X. S., & Miao, C. (2022). A full dive into realizing the edge-enabled metaverse: Visions, enabling technologies, and challenges. IEEE Communications Surveys & Tutorials, 1–46.
https://doi.org/10.1109/comst.2022.3221119
Yu, J.-E. (2022). Exploration of educational possibilities by four metaverse types in physical education. Technologies, 10, 104. https://doi.org/10.3390/technologies10050104
Zhang, X., Chen, Y., Hu, L., & Wang, Y. (2022). The metaverse in education: Definition, framework, features, potential applications, challenges, and future research topics. Frontiers in Psychology, 13, 1016300. https://doi.org/10.3389/fpsyg.2022.1016300
Zhang, Y., & Chen, X. (2023). Social implications of the metaverse: A critical review. Social Science Computer Review, 41(2), 123–145.
https://doi.org/10.1177/08944393211012345
Zhao, M., Chen, Y., & Smith, R. (2023). Sustainability challenges in the metaverse: Energy consumption and regulatory gaps. Future Technology Studies, 12(3), 78–95.
Zhao, Y., Jiang, J., Chen, Y., Liu, R., Yang, Y., Xue, X., & Chen, S. (2022). Metaverse: Perspectives from graphics, interactions and visualization. Visual Informatics, 6, 56–67.
https://doi.org/10.1016/j.visinf.2022.03.002
Zhou, B. (2022). Building a smart education ecosystem from a metaverse perspective. Mobile Information Systems, Article ID 1938329, 1–10.
Zhu, H. (2022). MetaAID: A flexible framework for developing metaverse applications via AI technology and human editing. https://doi.org/10.48550/arXiv.2204.01614
Issue
Section
Articles
Copyright of all articles published in IJAHP is transferred to Creative Decisions Foundation (CDF). However, the author(s) reserve the following:
- All proprietary rights other than copyright, such as patent rights.
- The right to grant or refuse permission to third parties to republish all or part of the article or translations thereof. In case of whole articles, such third parties must obtain permission from CDF as well. However, CDF may grant rights with respect to journal issues as a whole.
- The right to use all or parts of this article in future works of their own, such as lectures, press releases, reviews, textbooks, or reprint books.
- The authors affirm that the article has been neither copyrighted nor published, that it is not being submitted for publication elsewhere, and that if the work is officially sponsored, it has been released for open publication.
The only exception to the statements in the paragraph above is the following: If an article published in IJAHP contains copyrighted material, such as a teaching case, as an appendix, then the copyright (and all commercial rights) of such material remains with the original copyright holder.
CDF will receive permission for publication of copyrighted material in IJAHP. This permission is not transferable to third parties. Permission to make electronic and paper copies of part or all of the articles, including all computer files that are linked to the articles, for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage.
This permission does not apply to previously copyrighted material, such as teaching cases. In paper copies of the article, the copyright notice and the title of the publication and its date should be visible. To copy otherwise is permitted provided that a per-copy fee is paid.
To republish, to post on servers, or redistribute to lists requires that you post a link to the IJAHP article, which is available in open access delivery mode. Do not upload the article itself.
Authors are permitted to present a talk, based on a paper submitted to or accepted by IJAHP, at a conference where the paper would not be published in a copyrighted publication either before or after the conference and where the author did not assign copyright to the conference or related publisher.