The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Study on Impact of Metaverse's Social Presence on Perceived Value and Intention to Use

메타버스의 사회적 실재감이 지각된 가치와 사용의도에 미치는 영향 연구

  • Minjung Kim ;
  • Mina Lee (Department of Advertising & Public Relations, Kookmin Univ)
  • 김민정 (동의대학교 광고홍보학과) ;
  • 이미나 (국민대학교 미디어‧광고학부 광고홍보학 전공)
  • Received : 2024.05.13
  • Accepted : 2024.06.15
  • Published : 2024.07.31
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Abstract

The purpose of this study is to confirm the direct and indirect influence of the social presence of the Metaverse on intention to use. At this time, in addition to the direct effect of social presence, we attempted to examine the indirect effect on intention to use through perceived value. Perceived value was based on previous research. Perceived Enjoyment and perceived usefulness were used as positive values, and anxiety or worry perceived in the use of the Metaverse was defined as perceived risk and applied together. As a result of conducting a survey targeting college students who are the main users of Metaverse, the social presence of Metaverse had a direct positive effect on intention to use, and the mediating effects of perceived enjoyment and perceived usefulness could be confirmed. However, perceived risk did not have a significant mediating effect. Strategic implications were provided based on the results of this study, which showed that increasing the social presence of the Metaverse can enhance the intention to use it by increasing the value of the platform.

본 연구의 목적은 메타버스의 사회적 실재감이 이용의도에 미치는 직·간접적 영향력을 확인하는 것이다. 이때 사회적 실재감의 직접 효과 외에 지각된 가치를 매개하여 사용의도에 미치는 간접효과를 함께 살펴보고자 하였다. 지각된 가치는 선행연구를 기반으로 하여 지각된 즐거움과 지각된 유용성을 긍정적 가치로 활용하였으며, 메타버스의 이용에서 지각되는 불안이나 걱정을 지각된 위험으로 정의하여 함께 적용하였다. 메타버스의 주이용자인 대학생을 대상으로 설문조사를 실시한 결과, 메타버스의 사회적 실재감은 이용의도에 직접적인 정(+)의 영향을 미치고 있었으며, 지각된 즐거움과 지각된 유용성의 매개효과를 확인할 수 있었다. 그러나 지각된 위험은 유의미한 매개효과가 나타나지 않았다. 메타버스의 사회적 실재감을 높이는 것이 메타버스의 가치를 높임으로써 이용의도를 강화할 수 있다는 본 연구결과를 바탕으로 전략적 함의를 제공하였다.

Keywords

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