How to drive the participation willingness of supply chain members in metaverse technology adoption?

Metaverse integrates a variety of digital technologies, which can significantly reduce production costs, improve product quality and consumer experience, and has become an important direction of digital transformation of manufacturing industry. However, manufacturing enterprises need to bear too high costs and risks to develop metaverse, which hinders the development of metaverse in manufacturing industry. Therefore, on the perspective of supply chain, this study establishes the evolutionary game system in which the manufacturer, the retailer and the government participate in the development of metaverse, so as to analyze the conditions of strategy selection and system equilibrium of all parties, and uses MATLAB R2021b to conduct numerical simulation to analyze the influence of various factors on system equilibrium. Results indicate a positive correlation between the willingness of manufacturer and retailer to participate, and when both sides tend to participate in the development of metaverse, the government will also adopt subsidy strategy; The promotion degree of metaverse to product attributes will positively affect the willingness of all parties to participate; The participation of retailers positively affects the willingness of manufacturer to develop metaverse; The price sensitivity of consumers to product prices is negatively correlated with the willingness of manufacturer and retailer to participate. The incentive effect of government subsidies positively affects the willingness of the three parties to participate. Finally, this paper provides suggestions for all participants on how to strengthen the cooperative relationship so as to give full play to the functions of metaverse.& COPY; 2023 Elsevier B.V. All rights reserved.