Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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The Effect of Affordance of Metaverse Environment on Consumer Participation and Intention to stay

메타버스 환경의 어포던스가 소비자 참여와 체류의도에 미치는 영향

  • Sang-Lee Cho (Dept. of Distribution & Logistics, DongEui University)
  • 조상리 (동의대학교 유통물류학과)
  • Received : 2023.08.17
  • Accepted : 2023.10.20
  • Published : 2023.10.28
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Abstract

This study classified sensory affordances, functional affordances, and perceptual affordances, and verified their effects on consumers' participation and intention to stay in the metaverse. As a result of the study, sensory affordance, functional affordance, and perceptual affordance all had a positive effect on consumer participation, and sensory affordance had the greatest effect. In addition, consumer participation was found to increase the intention to stay. Service companies that provide metaverse platforms will have to pay more attention to realizing virtual space through various senses and physical elements when building a metaverse in order to encourage customers to actively participate in the service process. Since services based on the 4th industry, the participation of consumers needs to be more actively reviewed. From the perspective of affordance, it is expected that the realistic implementation of the metaverse environment and the interaction with various contents or avatars in the space will increase consumer participation.

본 연구는 감각적 어포던스, 기능적 어포던스, 지각적 어포던스가 메타버스 내 소비자의 참여도와 체류의도에 미치는 영향을 검증하였다. 연구 결과는 감각적 어포던스, 기능적 어포던스, 지각적 어포던스는 모두 소비자 참여에 정의 영향을 미쳤는데, 감각적 어포던스의 영향력이 가장 높은 것으로 확인되었다. 또한 소비자 참여는 체류의도를 증가시키는 것으로 나타났다. 메타버스 플랫폼을 제공하는 서비스 기업들은 고객이 서비스 과정에 적극적으로 참여를 유도하기 위해서는 메타버스 구축시 다양한 감각과 물리적 요소들을 통해 가상공간을 실재감 있게 구현하는데 무엇보다 신경을 써야 할 것이다. 또한 4차 산업을 기반으로 한 서비스는 서비스의 생산과 활용에 참여하는 소비자로부터 발생한다고 할 수 있으므로, 소비자의 참여가 더 적극적으로 검토될 필요가 있다. 어포던스 관점에서 볼 때 메타버스 환경의 실재감 있게 구현하는 것과 공간내 다양한 컨텐츠 또는 아바타들과의 상호작용은 소비자 참여를 높일 수 있을 것이다.

Keywords

Acknowledgement

This research was supported by the MSIT(Ministry of Science and ICT), Korea, under the Grand Information Technology Research Center support program(IITP-2023-2020-0-01791) supervised by the IITP(Institute for Information & communications Technology Planning & Evaluation).

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