Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study on User Perception by Metaverse Worldview Using SPICE

SPICE를 활용한 메타버스 세계관 별 사용자 인식 비교 연구

  • Received : 2022.05.06
  • Accepted : 2022.06.03
  • Published : 2022.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Metaverse is a combination of Meta and Universe, which refers to a world in which users or avatars engage in social, economic, and cultural activities. This study attempted to compare the four worldviews proposed by the Acceleration Studies Foundation (ASF) based on the five evaluation factors of SPICE, which are factors for promoting customer experience. 227 samples were used in the analysis, and as a result, seamlessness was the highest in augmented reality, interoperability in lifelogging, presence in the mirror world, and concurrence in virtual reality. This study is meaningful in that it presents a model design plan according to the classification of the metaverse platform and the worldview, and presents detailed strategic directions to existing metaverse platform operators or new entrants.

메타버스는 Meta(초월)와 Universe(현실세계)의 합성어로 사용자 혹은 아바타가 사회, 경제, 문화적 활동을 하는 세계를 말한다. 본 연구는 Acceleration Studies Foundation(ASF)가 제시한 4가지 세계관(증강현실, 라이프로깅, 미러월드, 가상세계)에 대하여 고객 경험 촉진 요인인 SPICE의 5가지 평가요소를 기준으로 상호 비교해보고자 하였다. 227개의 표본을 분석에 사용하였으며 그 결과 증강현실에서는 연속성, 라이프로깅에서는 상호운영성, 거울세계에서는 실재감, 가상현실에서는 동시성이 가장 높은 것으로 나타났다. 본 연구는 메타버스 플랫폼 분류와 세계관에 따른 모형 설계 방안을 제시하고, 기존 메타버스 플랫폼 운영자 또는 신규 진입자에게는 이에 따른 세부적인 전략적 방향성을 제시한다는 점에서 의의가 있다.

Keywords

Acknowledgement

이 논문은 2021년도 서강대학교 교내연구비 지원을 받아 수행된 연구 내용임(과제번호 : 202112001.01)

References

  1. 고선영, 정한균, 김종인, 신용태 (2021). 문화 여가 중심의 메타버스 유형 및 발전 방향 연구. 정보처리학회논문지, 10(8), 331-338. https://doi.org/10.3745/KTSDE.2021.10.8.331
  2. 김광집 (2021). 메타버스 사례를 통해 알아보는 현실과 가상세계의 진화. Broadcasting and Media Magazine, 26(3), 10-19.
  3. 김병수, 김대길 (2020). Airbnb 고객들의 재구매 의도에 관한 실증 연구: 감정과 Airbnb 특성 요인의 역할. 지식경영연구, 21(4), 89-108. https://doi.org/10.15813/KMR.2020.21.4.005
  4. 김상균, 신병호 (2021). 메타버스 새로운 기회. 베가북스.
  5. 김태경, 김신곤 (2021). 디지털 전환, 비즈니스 모형 관점에서 본 메타버스. 디지털 융복합연구, 19(11), 215-224.
  6. 송원철, 정동훈 (2021). 메타버스 해석과 합리적 개념화. 정보화정책, 28(3), 3-22. https://doi.org/10.22693/NIAIP.2021.28.3.003
  7. 심지환 (2020). Airbnb 숙소 유형에 따른 호스트의 자기소개 텍스트가 공유성과에 미치는 영향. 지식경영연구, 21(4), 157-173. https://doi.org/10.15813/KMR.2020.21.4.008
  8. 이완복 (2009) 가상세계 기술 동향. 한국콘텐츠학회지, 7(4), 29-35. https://doi.org/10.20924/CCTHBL.2009.7.4.029
  9. 전소은, 오예솔, 이일구 (2022). 메타버스 내 산업기밀 유출 대응을 위한 정책 및 제도에 관한 연구. 디지털융복합연구, 20(4), 377-388. https://doi.org/10.14400/JDC.2022.20.4.377
  10. 한수현, 장정화, 최정혜, 장수령 (2021). 소셜미디어와 소비자 구매 결정과의 관계: 서울 공유 자전거에 대한 시계열 분석을 중심으로. 지식경영연구, 22(4), 135-155. https://doi.org/10.15813/KMR.2021.22.4.008
  11. Acceleration Studies Foundation. (2006). Metaverse roadmap: Pathways to the 3D Web.
  12. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  13. Brooks, F. P. (1999). What's real about virtual reality? IEEE Computer Graphics and Applications, 19(6), 16-27. https://doi.org/10.1109/38.799723
  14. Buongiorno, F. (2019). (Self-) knowledge through numbers?: Lifelogging as a digital technology of the self. InSchibboleth edizioni, pp. 95-107.
  15. Cammack, R. G. (2010). Location-based service use: A metaverse investigation. Journal of Location Based Services, 4(1), 53-65. https://doi.org/10.1080/17489721003742827
  16. Carmigniani, J., & Furht, B. (2011). Augmented reality: An overview. In Handbook of augmented reality (pp. 3-46). Springer.
  17. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
  18. Davis, A., Murphy, J. D., Owens, D., Khazanchi, D., & Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2), 90-117. https://doi.org/10.17705/1jais.00183
  19. Dionisio, J. D. N., III, W. G. B., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38. https://doi.org/10.1145/2480741.2480751
  20. Drascic, D., & Milgram, P. (1996). Perceptual issues in augmented reality. In Stereoscopic displays and virtual reality systems III. International Society for Optics and Photonics, 2653, 123-134.
  21. Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with un-observable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  22. Gilbert, R. L. (2011). The prose (psychological research on synthetic environments) project: Conducting in-world psychological research on 3d virtual worlds. Journal For Virtual Worlds Research, 4(1).
  23. Goanta, C. (2020). Selling LAND in decentraland: The regime of non-fungible tokens on the ethereum blockchain under the digital content directive. In Disruptive technology, legal innovation, and the future of real estate (pp. 139-154). Springer.
  24. Guo, J., & Chow, A. (2008). Virtual money systems: A phenomenal analysis. In 2008 10th IEEE Conference on E-Commerce Technology and the Fifth IEEE Conference on Enterprise Computing, E-Commerce and E-Services, IEEE, 267-272.
  25. Guthrie, K. L., Phelps, K., & Downey, S. (2011). Virtual worlds: A developmental tool for leadership education. Journal of Leadership Studies, 5(2), 6-13. https://doi.org/10.1002/jls.20214
  26. Hockly, N. (2019). Augmented reality. ELT Journal, 73(3), 328-334. https://doi.org/10.1093/elt/ccz020
  27. Hollerer, T., & Feiner, S. (2004). Mobile augmented reality. Telegeoinformatics: Location-based Computing and Services, 21.
  28. Jaynes, C., Seales, W. B., Calvert, K., Fei, Z., & Griffioen, J. (2003). The metaverse: A networked collection of inexpensive, self-configuring, immersive environments. In Proceedings of the Workshop on Virtual Environments, 115-124.
  29. Jeon, J. E. (2021). The effects of user experience-based design innovativeness on user-metaverse platform channel relationships in South Korea. Journal of Distribution Science, 19(11), 81-90. https://doi.org/10.15722/JDS.19.11.202111.81
  30. Kaplan, F., & Di Lenardo, I. (2020). The advent of the 4D mirror world. Urban Planning, 5(ARTICLE), 307. https://doi.org/10.17645/up.v5i2.3133
  31. 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.
  32. Lee, K. A. (2021). A study on immersive media technology in the metaverse world. Journal of the Korea Society of Computer and Information, 26(9), 73-79. https://doi.org/10.9708/JKSCI.2021.26.09.073
  33. Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43(2), 207-216. https://doi.org/10.2501/JAR-43-2-207-216
  34. McKerlich, R., Riis, M., Anderson, T., & Eastman, B. (2011). Student perceptions of teaching presence, social presence, and cognitive presence in a virtual world. Athabasca University.
  35. Nevelsteen, K. J. (2018). Virtual world, defined from a technological perspective and applied to video games, mixed reality, and the Metaverse. Computer Animation and Virtual Worlds, 29(1), e1752. https://doi.org/10.1002/cav.1752
  36. Noor, A. K. (2010). Potential of virtual worlds for remote space exploration. Advances in Engineering Software, 41(4), 666-673. https://doi.org/10.1016/j.advengsoft.2009.12.013
  37. Nunally, J. (1978). Psychometric methods. New York: McGraw-Hill.
  38. Park, S. B., & Chung, N. (2011). Mediating roles of self-presentation desire in online game community commitment and trust behavior of massive multiplayer online role-playing games. Computers in Human Behavior, 27(6), 2372-2379. https://doi.org/10.1016/j.chb.2011.07.016
  39. Park, S., & Kim, S. (2022). Identifying world types to deliver gameful experiences for sustainable learning in the metaverse. Sustainability, 14(3), 1361. https://doi.org/10.3390/su14031361
  40. Prema, K. N., & Roopa, B. S. (2018). Virtual reality: A survey. International Research Journal of Engineering and Technology, 5(7), 1567-1569.
  41. Prinz, A. (1999). Money in the real and the virtual world: E-money, c-money and the demand for cb-money. Netnomics, 1(1), 11-35. https://doi.org/10.1023/A:1011441519577
  42. Ricci, A., Piunti, M., Tummolini, L., & Castelfranchi, C. (2015). The mirror world: Preparing for mixed-reality living. IEEE Pervasive Computing, 14(2), 60-63. https://doi.org/10.1109/MPRV.2015.44
  43. Smart, J., Cascio, J., Paffendorf, J., Bridges, C., Hummel, J., Hursthouse, J., & Moss, R. (2007). A cross-industry public foresight project. Metaverse Roadmap 2007: Pathways to the 3DWeb, 1-28.
  44. Stirbu, V., & Belimpasakis, P. (2011). Experiences building a multi-display mobile application for exploring mirror worlds. In 2011 Fifth International Conference on Next Generation Mobile Applications, Services and Technologies, 1-6.
  45. Sung, Y., Moon, J., & Lin, J. S. (2011). Actual self vs. avatar self: The effect of online social situation on self-expression. Journal of Virtual Worlds Research, 4(1), 3-21.
  46. Tasa, U. B., & Gorgulu, T. (2010). Meta-art: Art of the 3-D user-created virtual worlds. Digital Creativity, 21(2), 100-111. https://doi.org/10.1080/14626261003786251
  47. Van der Land, S., Schouten, A., & Feldberg, F. (2011). Modeling the metaverse: A theoretical model of effective team collaboration in 3D virtual environments. Journal of Virtual Worlds Research, 4(3), 1-16.
  48. Yu, S. Y. (2022). Comparative analysis of metaverse platform according to function: Focusing on industrial applicability. Journal of Digital Convergence, 20(4), 617-625. https://doi.org/10.14400/JDC.2022.20.4.617