The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Metaverse Presence on Immersion and Intention to Continuous Use

메타버스 이용자의 프레즌스 경험이 몰입과 지속이용의도에 미치는 영향

  • Mideum Choi (Communication Contents Major, Dongduk Women's Univ.)
  • 최믿음 (동덕여자대학교 커뮤니케이션콘텐츠전공)
  • Received : 2024.04.18
  • Accepted : 2024.06.10
  • Published : 2024.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

Metaverse technology, heralded as the fourth major innovation in computing following personal computers, the internet, and mobile devices, has realized a three-dimensional virtual world where communication with others as well as social, cultural, and economic activities of the real world can take place. While platforms like Zepeto, launched in 2018, and Animal Crossing: New Horizons, released in 2020, initially became popular among younger generations, concerns about declining investment and usage rates of the metaverse have become apparent since 2023. This study examines the impact of metaverse users' sense of presence on their immersion and intention to continue using these platforms.

개인용 컴퓨터, 인터넷, 모바일 기기의 발전에 이은 네 번째 컴퓨팅 기술 혁신으로 불리는 메타버스 기술은 타인과의 소통뿐만 아니라 현실 세계에서 이루어지는 사회, 문화, 경제 활동이 가능한 3차원 가상세계를 구현하였다. 2018년 출시된 제페토와 2020년 출시된 모여봐요 동물의 숲이 출시 당시부터 젊은 세대를 중심으로 화제가 되었지만 2023년부터 메타버스에 대한 투자와 이용률 감소에 대한 우려가 가시화되고 있다. 이 연구는 메타버스 이용자의 프레즌스 경험이 이용몰입과 지속이용의도에 미치는 영향력을 살펴보았다.

Keywords

Acknowledgement

이 논문은 2022년도 동덕여자대학교 학술연구비 지원에 의하여 수행된 것임.

References

  1. Stephenson, N. (1994). Snow Crash. Penguin UK. 
  2. Cline, E. (2011). Ready Player One. Ballantine Books. 
  3. Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497. DOI : 10.5392/JKCA.2021.21.06.207 
  4. Hu, L., & Bentler, P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55. DOI : 10.5392/JKCA.2021.21.06.207 
  5. Kline, R. B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press. 
  6. 신건권 (2013). Amos 20 통계분석 따라하기. 서울: 청람. 
  7. Fornell, C., & David, F. L. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of marketing Research, 18(February), 39-50. DOI : 10.5392/JKCA.2021.21.06.207 
  8. Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2006). Multivariate data analysis. NJ : Pearson Prentice Hall. 
  9. Smart, J. M., Cascio, J. & Paffendorf, J. (2007). Metaverse roadmap overview. CA: Acceleration Studies Foundation. http://www.metaverseroadmap.org/overview/index.html (Retrieved on July 15, 2021) 
  10. Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486-497 
  11. Oh, H. J., Kim, J., Chang, J. J., Park, N., & Lee, S. (2023). Social benefits of living in the metaverse: The relationships among social presence, supportive interaction, social self-efficacy, and feelings of loneliness. Computers in Human Behavior, 139, 107498. 
  12. Lee, K. M.(2004). Presence, Explicated. Communication Theory, 14(1), 27-50 
  13. LIU, YUXI, & Jun, Jong Woo (2023). The Fun Factor in the Game-based Metaverse Effect on Continuous Use Intention and Satisfaction with Use: Focusing on Realistic Media Effects. Journal of Cybercommunication Academic Society, 40(1), 119-155, 10.36494/JCAS.2023.03.4.0.1.119 
  14. Ji Young Na, & Min-Young Wui (2019). A study on the Intention of Using VR Games : Focusing on Technology Acceptance Model (TAM). Journal of Korea Game Society, 19(3), 53-64, 10.7583/JKGS.2019.19.3.53 
  15. Hyejin Lee, & Donghun Chung (2019). Influence of Virtual Reality Image Depth on User's Perceived Characteristics, Presence, and Fatigue. Korean Journal of Broadcasting and Telecommunication Studies, 33(2), 184-216. 
  16. Choi Eui-yeol, & Kim, Hwa Ryoung (2022). The Effect of Presence Experience in Virtual Reality Sports Class on Emotional Response, Sports Attitude, and Intention to Participate in Sports Activities. Korean Journal of Sport Management, 27(3), 87-100, 10.31308/KSSM.27.3.87 
  17. JungEun Lee (2015). The Effect of Marin Leisure & Tourism of Fun on Emotional Responses & Behavior Intention. 관광연구, 30(4), 339-363. 
  18. Yildirim, C., Bostan, B., & Berkman, M. I. (2019). Impact of different immersive techniques on the perceived sense of presence measured via subjective scales. Entertainment Computing, 31, 100308. 
  19. Sun-Hee Park (2010). The Effects of Interface Modality on Social Presence and Online Interaction. Korean Journal of Journalism & Communication Studies, 54(4), 398-419. 
  20. Ji Hye Choi, & Ghee-Young Noh (2022). AI Chatbot's Anthropomorphic Effects on Parasocial Interaction with AI Chatbot : The Mediating Effects of Perceived Homophily and Social Presence. The Korean Journal of Advertising and Public Relations, 24(4), 521-549, 10.16914/kjapr.2022.24.4.521 
  21. Lee Jun-Ho, & Yoon Ji-Hwan (2022). The impact of personal travel media content characteristics on a viewer's social presence and behavioral intention. Journal of Tourism Sciences, 46(2), 39-62. 
  22. Chaelin Jang, & Sooyoung Lee (2024). An Exploratory Study on the Influence of Zeppetto Users" Avatar Type, Social Presence, and Self Presence on Flow Experience. Korean Journal of Broadcasting and Telecommunication Studies, 38(1), 74-115, 10.22876/kab.2024.38.1.003 
  23. Jun, Jong Woo (2017). Impacts of Need for Emotion and Self-Presentation on SNS Games Presence and Advertising Avoidance. Advertising Research,(113), 45-67, 10.16914/ar.2017.113.45 
  24. Lessiter, J., Freeman, J., Keogh, E., & Davidoff, J. (2001). A cross-media presence questionnaire: The ITC-Sense of Presence Inventory. Presence: Teleoperators & Virtual Environments, 10(3), 282-297. 
  25. Yi, Mo Ran, & Hae-soo Lee (2023). Influence of Innovativeness, Enjoyment, and Flow on the Use of the Metaverse. The Korean Journal of Advertising and Public Relations, 25(2), 156-185, 10.16914/kjapr.2023.25.2.156 
  26. Ji-Hee Oh (2022). Effects of University Sthttps://www.forrester.com/udents' Metaverse Use Motivations on Satisfaction and Continued Use Intention : Focused on the Virtual World Metaverse. Journal of the Korea Entertainment Industry Association, 16(2), 1-17, 10.21184/jkeia.2022.2.16.2.1 
  27. M. Csikszentmihalyi, Beyond Boredom and Anxiety, San Francisco, CA: Jossey-Bass, 1975. 
  28. Bu-Heon Choi, & Eun-Mi Kim (2023). Effect of Presence, Informativeness, Vividness, and Flow Experience of Augmented Reality-Based Performing Arts on Viewing Intention. Journal of Digital Contents Society, 24(12), 2993-3003, 10.9728/dcs.2023.24.12.2993 
  29. I. P. Tussyadiah, D. Wang, T.H. Jung, and M. C. tom Dieck, "Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism," Tourism Management, Vol. 66, pp. 140-154, June 2018. https://doi.org/10.1016/j.tourman.2017.12.003 
  30. E. D. Mekler, J. A. Bopp, A. N. Tuch, and K. Opwis, "A Systematic Review of Quantitative Studies on the Enjoyment of Digital Entertainment Games," in Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (CHI '14), Toronto, Canada, pp. 927-936, April 2014. https://doi.org/10.1145/2556288.2557078 
  31. Tak, Jin-young, & Park, Jung-hyang (2005). A Study on the Effects of Interactive Advertising - Focusing on the Audience Variables of Telepresence. Advertising Research,(68), 201-227. 
  32. Jae-Hyun Yoon, & Han-Ku Kim (2018). The Effect of Online Interactivity, Self-Presentation and Personal Information Concern on WOM of SNS Advertisement and SNS Continuous Use Intention through Presence Experience. The Journal of Internet Electronic Commerce Resarch, 18(3), 125-143, 10.37272/JIECR.2018.06.18.3.125 
  33. J. S. Lee & J. Y. Yoon (2023). A study on factors affecting flow experiences and continued use intention of Instagram webtoon users. Studies of Korean Publishing Science, 113, 109-134. 
  34. S. You, H. Kim, & M. H. H (2021). A Study on MZ Generation's Information Seeking Behavior of Contents Platforms: Focused on Information Users in the Field of Science, Technology, and Information. Journal Of The Korean Biblia Society For Library And Information Science, 32(4), 231-263. 
  35. Cho, Heekyung, (2021). A Study on the Analysis of Affordance Design Elements in the Metaverse Environments. Journal of the Korean Society of Design Culture, 27(3), 441-453. 
  36. Ayesha Rascoe, Dara Kerr. (2023. 4. 2). Amid AI hype, tech companies are taking a step back from the metaverse. WUNC. https://www.wunc.org/2023-04-02/amid-ai-hype-tech-companies-are-taking-a-step-back-from-the-metaverse