Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Perceived Affordances of Gamified Avatar Fashion Styling on Metaverse Engagement Behavior Intention

지각된 아바타 패션 스타일링 게임 어포던스가 메타버스 인게이지먼트 행동 의도에 미치는 영향

  • Jeeweon Wee (Dept. of Human Ecology & Interdisciplinary Program in Sustainable Living System, Korea University Graduate School) ;
  • Namhee Yoon (Human Ecology Research Center, Korea University) ;
  • Yoon-Jung Lee (Home Economics Education, Korea University)
  • 위지원 (고려대학교 대학원 생활과학과 & 지속가능생활시스템 융합전공) ;
  • 윤남희 (고려대학교 생활과학연구소) ;
  • 이윤정 (고려대학교 가정교육과)
  • Received : 2023.03.10
  • Accepted : 2023.05.28
  • Published : 2023.06.30
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Abstract

Drawing on gamification affordance theory, this study examines the relationships among key affordances of avatar fashion styling, perceived enjoyment, and engagement behavior intentions-defined as the intention to share content on avatars in the metaverse platform-and the moderating role of metaverse familiarity. Based on survey data collected from 198 Korean ZEPETO users with avatar fashion styling experience, the hereby proposed research model was tested with structural equation modeling. The results demonstrated that self-expression and competition positively influenced perceived enjoyment, which subsequently affected customers' engagement behavior intention. Furthermore, metaverse familiarity as a moderating effect intensified the positive association between affordances and perceived enjoyment as well as between perceived enjoyment and engagement behavior intentions. The individual interaction effect of each affordance dimension on perceived enjoyment was different, with self-expression having a greater influence on enjoyment among the high-familiarity group and competition having a greater influence on enjoyment among the low-familiarity group. Considering that users with low metaverse familiarity might have higher needs for social interaction for adaptation, competition, being more socially triggering, might have affected these users more crucially.

Keywords

Acknowledgement

본 연구는 고려대학교에서 지원된 연구비로 수행되었음.

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