Explaining Recommendation Intention in Metaverse Tourism through Continuance and Discontinuance: Evidence from Chinese Generation Z

Abstract

This study develops a post-use framework to explain recommendation intention in metaverse tourism among Chinese Gen Z users. Grounded in dual-factor theory and supported by strategic experiential modules and perceived risk theory, the framework conceptualizes continuance intention and discontinuance intention as two distinct post-use routes that shape recommendation intention. SEM results show that continuance intention positively influences recommendation intention, whereas discontinuance intention negatively influences it. Perceived social value, perceived hedonic value, and perceived aesthetic value significantly strengthen continuance intention. Perceived psychological risk and perceived privacy risk significantly increase discontinuance intention, whereas perceived performance risk is not significant. The findings suggest that recommendation intention in emerging virtual destination environments and related service platforms is shaped by two coexisting post-use routes, with implications for platform design and user retention.