메타버스의 정보성과 유희성이 지각된 용이성과 유용성에 미치는 영향

Abstract

Recently, companies are using Metaverse as a communication tool with consumers to revitalize marketing. In this regard, the purpose of this study is to determine whether the informativeness of the metaverse mediates immersion and has a positive effect on perceived ease of use and perceived usefulness, and whether the playfulness of the metaverse mediates immersion and has a positive effect on perceived ease of use and perceived usefulness. The goal is to verify whether it has a positive impact. For this purpose, the concepts of variables and previous research were examined, and then a research hypothesis was established. Data collection for hypothesis testing was conducted targeting college students with a high understanding of the metaverse. Statistical analysis used regression analysis proposed by Baron and Kenny. The analysis results are as follows. First, it was verified that the informativeness of the metaverse partially mediates immersion and influences perceived ease of use and perceived usefulness. Second, it was verified that the playfulness of the metaverse partially mediates immersion and affects perceived ease of use and perceived usefulness. The above has the academic implications of confirming the relationship between research variables for the academic value and spread of the metaverse and the significance of presenting practical implications for activating corporate marketing using the metaverse.