Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

The Factors and Effects of Metaverse Service Authenticity: Focusing on the Metaverse Education Service

메타버스 서비스 진정성 구성 요인과 효과에 관한 연구: 메타버스 교육 서비스를 중심으로

  • Received : 2023.12.19
  • Accepted : 2023.12.26
  • Published : 2023.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Through the COVID-19 pandemic, the demand for non-face-to-face communication systems has surged, leading to an increased prevalence of virtual interactions across various domains, such as tasks, meetings, orders and deliveries, and even student education. Against this backdrop, interest in the metaverse platform has been on the rise, with metaverse services like Zepeto, Roblox, and Minecraft expanding beyond gaming to encompass educational fields as well. This study aims to identify authenticity factors influencing metaverse platform-based educational services and examine their impact. The authenticity components are defined as integrity, empathy, interactivity, presence, and uniqueness. The study investigates the effects of these authenticity components on both service value and service satisfaction. To achieve this, a survey involving 320 metaverse users was conducted, and the model was subjected to statistical validation. The findings of this research underscore that perceiving metaverse education services, still in the early stages of introduction, as authentic educational methods for learners positively influences satisfaction with the educational service.This study holds significance as it lays the theoretical groundwork for enhancing the authenticity of educational services in virtual space. It defines and proposes authenticity elements for customer satisfaction in metaverse educational services, which are still in their nascent stages. Moving forward, it is anticipated that various studies will be conducted to enhance the value of metaverse education services and achieve higher customer satisfaction as customer experiences evolve and deepen.

Keywords

References

  1. Anderson, J. C. and Gerbing, D. W., "Structural equation modeling in practice: A review and recommended two-step approach", Psychological bulletin, Vol. 103, No. 3, 1988, p. 411. 
  2. Baek, I. A. and Yoon, S. W., "What is the Corporate Authenticity?: Concepts and Measurement", Korean Business Education Review, Vol. 36, No. 2, 2021, pp. 223-243.  https://doi.org/10.23839/kabe.2021.36.2.223
  3. Bang, Y. C., "A Study on the Effect of Customer Satisfaction and Customer Loyalty of Authenticity, Service Contact Quality, Service Value, Customer Trust", Unpublished doctoral dissertation, Uiduk university, 2020. 
  4. Berry, L. L. and Yadav, M. S., "Capture and communicate value in the pricing of services", MIT Sloan Management Review, Vol. 37, No. 4, 1996, p. 41. 
  5. Cheong, Y. N. and Lee, Y. H., "Case Study on Elementary Convergence Education Using Metaverse Platform", The Journal of Learner-Centered Curriculum and Instruction, Vol. 22, No. 16, 2022, pp. 561-580.  https://doi.org/10.22251/jlcci.2022.22.16.561
  6. Choi, Y. S. and, Lee, K. Y., "Measuring SNS authenticity and Its Components by Developing Measurement Scale of SNS authenticity", The Korean Journal of Advertising, Vol. 24, No. 5, 2013, pp. 157-179. 
  7. Eccles, J. S. and Wigfield, A., "Motivational beliefs, values, and goals", Annual Review of Psychology, Vol. 53, No. 1, 2002, pp. 109-132.  https://doi.org/10.1146/annurev.psych.53.100901.135153
  8. Ferrara, A., "Reflexive authenticity", London and Newyork: Routledge, 1998. 
  9. Fornell, C. and Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50.  https://doi.org/10.1177/002224378101800104
  10. Heo, K. O., Lee, E. H., Kim, S. W., Kim, K. J., and Cha, G. O., "Consumer trends and markets", Kyomoonsa, Gyeonggido, 2006. 
  11. Heo, J. and Son, W. H., "The effect of customers' perceived service authenticity on service quality, customer satisfaction, customer trust and loyalty of sport center instructors", The Korean Society of Sports Science, Vol. 29, No. 4, 2020, pp. 567-578.  https://doi.org/10.35159/kjss.2020.08.29.4.567
  12. Hong, H. K., "Exploratory Study for Educational Application of Metaverse", Culture and Convergence, Vol. 43, No. 9, 2021, pp. 1-23.  https://doi.org/10.33645/cnc.2021.09.43.9.1
  13. Howard, J. A. and Sheth, J. N., "The Theory of Buyer Behavior", John Wiley & Sons, 1969. 
  14. Hwang, D. S. and Park, J. W., "An Analysis on Factors Affecting the Intention to Use the Metaverse Service of an Airport Passenger Terminal", Journal of the Aviation Management Society of Korea, Vol. 20, No. 5, 2022, pp. 19-37.  https://doi.org/10.30529/AMSOK.2022.20.5.002
  15. Hyeon, N. S., "The Importance of emotion in feminist culture", Korean Feminist Philosophy, Vol. 7, 2007, pp. 189-213.  https://doi.org/10.17316/kfp..7.200706.189
  16. Jayanti, R. and Jackson, A., "Service satisfaction: An exploratory investigation of three models", ACR North American Advances, 1991. 
  17. Jeon, J. C., Jang, J. H., and Jung, S. K., "Analysis of learner's attitude and satisfaction through development and application of metaverse environment STEAM educational program", Journal of The Korean Association of information Education, Vol. 26, No. 3, 2022, pp. 187-195.  https://doi.org/10.14352/jkaie.2022.26.3.187
  18. Jung, Y. M. and Kim, C. S., "A Study of Effect on the Airline Education Service to the Collegian Satisfaction and Education Performance", Journal of Tourism Management Research, Vol. 60, 2014, pp. 213-235. 
  19. Kang, M. S. and Park, S. K., "Assessing the Effects of Service Quality on Student Satisfaction, Reputation and Loyalty : The Case of University Education", The Journal of Educational Administration, Vol. 29, No. 1, 2011, pp. 153-174. 
  20. Kim, N. D., Jeon, M. Y., Choi, J. H., Lee, H. E., Lee, J. Y., Lee, S. J., ... and Hand, D. H., Trend Korea 2021, Miraebook, Seoul, 2020. 
  21. Kim, S. K., "Metaverse Media Platform and Related Standardization Trends", Korea Society Broadcast Engineers Magazine, Vol. 26, No. 3, 2021, pp. 41-49. 
  22. Kim, S. K. and Shin, B. H., A new opportunity for the metaverse, Vegabooks, Seoul, 2021 
  23. Kim, S. H., "Is Salespersons' Service Faked or Authentic?: The Effects of Authenticity Perceived by Customers about Salespersons' Emotional Labor on Service Quality Evaluation", Korea Marketing Review, Vol. 24, No. 3, 2009, pp. 1-33. 
  24. Kim, S. R. and Lee, Y. H., "Metaverse-based Humanities Contents Utilization and Legal Protection Measures", Law Review, Vol. 84, No. 4, 2021, pp. 49-78. 
  25. Kim, Y. C., "Customer Value and Market Segmentation: New Approaches in Developing Marketing Strategy Analysis", Korean management Review, Vol. 33, No. 6, 2004, pp. 1757-1779. 
  26. Kim, E. J. and Jeong, M. J., "Analysis on Primary Factors of University Education Services that Affects Contentment of University", Korean Business Education Review, Vol. 32, No. 1, 2017, pp. 1-24.  https://doi.org/10.23839/kabe.2017.32.1.1
  27. Kim, J. and You, J. H., "Influences of Metaverse's Characteristic Factors over Perceived Value and Continuance Intention", Journal of Industrial Economics and Business, Vol. 34, No. 6, 2021, pp. 1339-1362.  https://doi.org/10.22558/jieb.2021.12.34.6.1339
  28. Kim, J. S., "Exploration of STEM Education as a New Integrated Education for Technology Education", The Korean Journal of Technology Education, Vol. 7, No. 3, 2007, pp. 1-29. 
  29. Ko, S. Y., Chung, H. K., Kim, J. I., and Shin, Y. T., "A Study on the Typology and Advancement of Cultural Leisure-Based Metaverse", KIPS Transactions on Software and Data Engineering, Vol. 10, No. 8, 2021, pp. 331-338.  https://doi.org/10.3745/KTSDE.2021.10.8.331
  30. Kwon, H. G. and Park, B. G., "The Effects Of Surface And Deep Acting Of Emotional Labor On Emotional Dissonance And Job Attitudes", Journal of Human Resource Management Research, Vol. 18, No. 1, 2011, pp. 311-326. 
  31. Lee, H. Y., "The Effect of the Authenticity and Emotional Expression of Beauty Service Workers on Customer Satisfaction and Long-Term Relationship Orientation", Journal of The Korean Society of Cosmetology, Vol. 23, No. 5, 2017, pp. 942-953. 
  32. Lee, H. J., "Necessity of Establishing New Concept of Empathy Across Metaverse for AI Era", Journal of Korea Game Society, Vol. 21, No. 3, 2021, pp. 79-89.  https://doi.org/10.7583/JKGS.2021.21.3.79
  33. Lee, J. Y., Yi, J. S., Park, K. W., and Yi, Y. J., "Your Fake Smile Hurts My Heart!: The Effect of Employee Authenticity and Manipulative Intent on Customer Perceived Value and Satisfaction", Korean management Review, Vol. 44, No. 4, 2015, pp.1013-1042.  https://doi.org/10.17287/kmr.2015.44.4.1013
  34. Lee, Y. L. and Park, E. J., "A Study on the Influence of Educational Service Quality and Instructor Authencity on Fanship in Beauty Education", The Korean Society Of Beauty And Art, Vol. 22, No. 2, 2021, pp. 191-206.  https://doi.org/10.18693/jksba.2021.22.2.191
  35. Moon, S. H., "The Impact of Metaverse Development and Application on Industry and Society", The Journal of the Convergence on Culture Technology (JCCT), Vol. 8, No. 3, 2022, pp. 515-520. 
  36. Oh, J. H., "A Study on Factors Affecting the Intention to Use the Metaverse by Applying the Extended Technology Acceptance Model(ETAM): Focused on the Virtual World Metaverse", The Journal of the Korea Contents Association, Vol. 21, No. 10, 2021, pp. 204-216.  https://doi.org/10.5392/JKCA.2021.21.10.204
  37. Parasuraman, A., Zeithaml, V. A., and Berry, L. L., "Moving forward in service quality research: Measuring different customer-expectation levels, comparing alternative scales, and examining the performance-behavioral intentions link", Marketing Science Institute, 1994. 
  38. Park, M. H. and Cho, H. J., "Reconceptualization of Customer Satisfaction", Asia Marketing Journal, Vol. 1, No. 4, 1999, pp. 126-151. 
  39. Park, J. C. and Lee, G. O., "The effects of the authenticity based on employees service characteristics of a hotel enterprise on service quality and customer loyalty", International Journal of Tourism and Hospitality Research, Vol. 30, No. 6, 2016, pp. 135-152.  https://doi.org/10.21298/IJTHR.2016.06.30.6.135
  40. Park, J. H., "The relationship Fitness Club of service quality and service value, customer satisfaction and customer Loyalty", Korean Journal of Physical Education, Vol. 45, No. 5, 2006, pp. 301-311. 
  41. Park, J. O. and Hwang, Y. C., "The Effects of Service Context Factors on Service Quality, Service Value, Customer Satisfaction and Repurchase Intention", Journal of the Korea Service Management Society, Vol. 8, No. 1, 2007, pp. 79-110. 
  42. Park, S. Y., "A Study on the Influence of Airline Service Department's Education Service Quality on Education Satisfaction : Focused on the Mediated Effect of Education Service Value", Journal of Tourism and Leisure Research, Vol. 29, No. 1, 2017, pp. 277-295. 
  43. Shim, J. W. and Im, S. H., "Dimensions of Service Authenticity", Korea Research Academy of Distribution and Management Review, Vol. 22, No. 2, 2019, pp. 45-53.  https://doi.org/10.17961/jdmr.22.2.201904.45
  44. Smart, John et al., "A cross-industry public foresight project", Proc. Metaverse Roadmap Pathways 3DWeb, 2007, pp. 1-28. 
  45. Son, G. M., Lee, B. Y., Sim, G. H., and Yang, G. H., "The Matrix World Metaverse created by Web 2.0 and online games", ETRI CEO Information, Vol. 47, 2006, p.4 
  46. Song, W. C. and Chung, D. H., "Explication and Rational Conceptualization of Metaverse", Informatization policy, Vol. 28, No. 3, 2021, pp. 3-22.  https://doi.org/10.22693/NIAIP.2021.28.3.003
  47. Taylor, C., "Authenticity and Sincerity in Tourism", Annals of Tourism Research, Vol. 28, No. 1, 2001, pp. 7-26.  https://doi.org/10.1016/S0160-7383(00)00004-9
  48. Woo, S. M. and Jang, D. R., "A Study on Metaverse Brand Communication in Trans-media Environment", A Journal of Brand Design Association of Korea, Vol. 19, No. 2, 2021, pp. 29-48.  https://doi.org/10.18852/BDAK.2021.19.2.29
  49. Yang, J. H. and Kim, S. B., "Effects of Service Authenticity on Reputation, Trust, Customer Satisfaction and Loyalty: Focused on Dental Service", Journal of Marketing Studies, Vol. 26, No. 2, 2018, pp. 48-63. 
  50. Yang, J. H., Bang, Y. C., and Kwon, H. K., "The Effect of Sincerity and Service Value on Customer Trust, Satisfaction and Customer Citizenship Behavior", Management & Information Systems Review, Vol. 41, No. 3, 2022, pp. 155-169. 
  51. Yang, S. J., "The Research on Performance Arts Applying Extended Reality (XR) technology in Metaverse Environment :Based on Analysis of Keywords and Topics", Unpublished doctoral dissertation, Sang-myeong university, 2022. 
  52. You, B. H., "The Effects of Service Orientation of University Education on Service Satisfaction: Focused on Mediation of Service Quality and Service Value", Korean Business Education Review, Vol. 32, No. 5, 2017, pp. 181-200.  https://doi.org/10.23839/kabe.2017.32.5.181
  53. Yun, G. H. and Kwon, M. Y., "A Study on the Effects of Medical Care Service Quality on Customer Satisfaction and on the Intention of Revisit", Korean Business Education Association, Vol. 18, 2010, pp. 37-59. 
  54. Yun, J. B. and Park, H. S., "The Effect of Service Authenticity and Service Quality on the Customer Satisfaction and Customer Loyalty in Financial Investment Company", The Journal of the Korea Contents Association, Vol. 16, No. 3, 2016, pp. 742-759. https://doi.org/10.5392/JKCA.2016.16.03.742