지능정보연구 (Journal of Intelligence and Information Systems)

  • 제29권2호
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  • Pages.303-321
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  • 2023
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  • 2288-4866(pISSN)
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  • 2288-4882(eISSN)
한국지능정보시스템학회 (Korea Intelligent Information System Society)
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메타버스 쇼핑 이용 의도에 영향을 미치는 요인에 관한 연구: S-O-R 모델을 기반으로

Factors Affecting User Intention towards Metaverse Shopping: An Application of the S-O-R model

  • 진유정 (경기대학교 글로벌경영대학원) ;
  • 김은진 (경기대학교 경영학부)
  • Yuting Chen (Graduate School of Global Business, Kyonggi University) ;
  • Eunjin Kim (Division of Business Administration, Kyonggi University)
  • 투고 : 2023.05.12
  • 심사 : 2023.06.25
  • 발행 : 2023.06.30
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초록

메타버스 쇼핑은 새로운 형태의 소셜커머스로 최근 그 중요도가 높아지고 있다. 이에 본 연구는 S-O-R 모델을 기반으로 메타버스 쇼핑의 사용자 이용 의도에 영향을 미치는 요인을 분석하는 것을 목표로 한다. 본 연구의 결과는 텔레프레즌스, 엔터테인먼트, 개인화 추천 및 사회적 상호작용이 메타버스 쇼핑에서의 플로우 경험과 만족도에 유의미한 영향을 미치는 요인임을 보여주고 있다. 또한, 만족도와 플로우 경험은 사용자 이용 의도에 유의미한 영향을 주는 것으로 파악되었다. 이를 통해 본 연구는 메타버스 쇼핑의 사용자 경험 개선과 사용자 이용 의도 증대를 위한 실무적 시사점을 제시한다.

Metaverse shopping has emerged as a new phenomenon in social commerce. This study aims to investigate the user experience of metaverse stores shopping based on the S-O-R model. The results of the study show that telepresence, entertainment, personalized recommendation, and social interaction have significant positive effects on flow experience and satisfaction in metaverse shopping. Additionally, satisfaction and flow experience are shown to have significant positive effects on user intentions. This study provides valuable implications for the design and management of metaverse stores to improve user experience and increase user intention.

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