디지털 컨버전스 시대의 메타버스 사용의도 결정요인에 관한 연구

Abstract

Recently, metaverse is drawing attention as an innovative service that will lead a new era. The metaverse is a world where reality and virtuality interact and co-evolve. And within it, social, cultural and economic activities take place to create value. The purpose of this study is to identify the structural relationship among metaverse characteristic, perceived benefits, perceived sacrifices, perceived value, and intention to use. The value-based adoption model(VAM) was used to identify factors affecting the use of the metaverse and to analyze the causal relationship among these factors. The proposed research model and hypothesis were validated through a PLS structural equation analysis with 304 survey results. The results showed that metaverse characteristics were found to have a positive effect on perceived benefits. On the other hand, it was found to have a negative effect on the technical effort among perceived sacrifice. Second, it was confirmed that perceived usefulness and perceived pleasure had a positive effect on perceived value, and technical effort had a negative effect on perceived value. Finally, perceived value have influences on intention to use.