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• 영문명: A Study on the Factors Affecting the Intention to Use the Virtual World Metaverse: An Innovation Diffusion Perspective
• 발행기관: 한국IT서비스학회
• 저자명: 박천호 이채현 정성미 최정일
• 간행물 정보: 『한국IT서비스학회지』제22권 제2호, 41~56쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.04.30

영문 초록

Metaverse is a three-dimensional virtual space where virtual and reality interact and co-evolutionize, and social, cultural, and economic activities are carried out in it to create value. Among the types of metaverse, the virtual world metaverse is expected to bring innovation beyond time and space in all areas of industry and society following the Internet. This study empirically analyzed factors affecting consumer’s intention to use the virtual world metaverse by an innovation diffusion perspective. It was analyzed as an expanded technology acceptance model by setting relative advantages, ease of use, and visibility among the attributes of the innovation diffusion, and social presence, telepresence, and interactivity among the characteristics of the virtual worlds as factors. The proposed research model and hypothesis were verified through a PLS structural equation analysis based on a survey of 216 people. Studies have shown that relative advantage, telepresence, and interactivity have a significant effect on perceived usefulness and perceived enjoyment, but visibility does not have a significant effect on perceived usefulness and perceived enjoyment. It was found that ease of use had a positive effect on perceived enjoyment, social presence had a positive effect on perceived usefulness, and perceived usefulness and perceived enjoyment had a positive effect on the intention to use, respectively. This study is meaningful in that it empirically analyzed the factors affecting the intention to use the virtual world metaverse by dividing the psychological characteristics that induce consumer behavior into perceived usefulness which is an extrinsic motivation and perceived enjoyment which is an intrinsic motivation.

목차

1. 서론

2. 이론적 배경

3. 연구모형 및 가설

4. 연구방법 및 실증분석

5. 결론

참고문헌

키워드

Expanded Technology Acceptance Model Innovation Diffusion Interactivity Metaverse Motivation Perceived Enjoyment Telepresence Virtual World