Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on the Factors Affecting the Intention to Use the Virtual World Metaverse: An Innovation Diffusion Perspective

가상세계 메타버스 이용 의도에 영향을 미치는 요인에 관한 연구: 혁신확산의 관점에서

  • 박천호 (숭실대학교 대학원 IT정책경영학과) ;
  • 이채현 (숭실대학교 대학원 경영학과) ;
  • 정성미 (숭실대학교 대학원 IT정책경영학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2023.01.13
  • Accepted : 2023.02.21
  • Published : 2023.04.30
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Abstract

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.

Keywords

References

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