Modelling readiness factors for digital platform adoption considering metaverse environment: towards digital organizations

Abstract

Purpose – In recent years, the concept of metaverse, where individuals can interact amongst each other and digital objects, has gained popularity. The metaverse has the potential to revolutionize how businesses operate by enabling remote work, immersive staff training and virtual events for customers. The metaverse presents opportunities for various industries, including gaming, real estate, education and retail, to develop digital and sustainable platforms. This study aims to identify and evaluate the potential readiness factors of digitalization among stakeholders in an organization for effective businesses. Design/methodology/approach – Initially, a thorough examination of existing literature is conducted, and input gathered from the experts was used to identify 15 readiness factors that drive digitalization within the metaverse environment. Next, the best-worst method is adopted to prioritize the identified readiness factors based on their importance and total interpretive structural modelling and the Cross-Impact Matrix Multiplication Applied to Classification technique are employed to analyse the interrelationships among the readiness factors. Findings – The results from the study indicate that the most significant readiness factors for digital platforms in the metaverse are user-centred design concepts, artificial intelligence and machine learning skills, data management and privacy, real-time data analytics and insights and scalable and adaptable architecture and technological infrastructure. Originality/value – This study aims to make a valuable contribution to the existing body of knowledge on organizations' intentions to transition to the digital and sustainable platform in a methodical manner that benefits both decision-makers and end-users. © 2026 Emerald Publishing Limited