Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Examining the Impact of Avatar Customization on the Continuous Intention to Use the Metaverse -The Mediating Role of Self-expansion and the Moderating Effect of Self-efficacy-

아바타 커스터마이징이 메타버스 지속사용의도에 미치는 영향에 있어 자아확장의 매개역할과 자기효능감의 조절효과

  • Namhee Yoon (Human Ecology Research Center, Korea University)
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2023.11.03
  • Accepted : 2023.12.28
  • Published : 2023.12.31
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Abstract

This study explores how avatar customization influences the continuous intention to use the metaverse, mediated by self-expansion. The moderating effects of self-efficacy between avatar customization and self-expansion are also explored. Data were collected through an online survey using consumer panels. Participants were Zepeto users aged 18 or older who had used the platform within the previous six months. They were asked to recall a recent shopping experience of exploring the virtual fashion store via Zepeto. A total of 196 valid responses from participants were analyzed using SPSS 26.0 for descriptive statistics, reliability analysis, and PROCESS procedure, and AMOS 23.0 for confirmatory factor analysis. Results demonstrate that avatar customization increases continuous intention to use the metaverse; this effect is mediated by self-expansion. The moderated mediation effect of self-efficacy in the indirect path was significant and mediated by self-expansion. Specifically, the interplay effect of avatar customization and self-efficacy on self-expansion was statistically significant. For participants with high self-efficacy, avatar customization increases self-expansion, and it mediates the relationship between avatar customization and the continuous intention to use the metaverse. Findings contribute to expanding the literature on metaverse usage by testing the impact of avatar customization on self-expansion.

Keywords

Acknowledgement

이 논문은 2022년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 수행된 연구임(NRF-2022S1A5B5A16051938).

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