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The Effect of Metaverse Presence on Intention to Continuous Use Through User Motivation: Moderating Effect of Normative Interpersonal Influence  

Hwang, Inho (College of General Education, Kookmin University)
Kim, Jin soo (department of Business Administration, Chung-Ang University)
Lee, IL Han (department of Business Administration, Chung-Ang University)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.17, no.3, 2022 , pp. 119-133 More about this Journal
Abstract
The COVID-19 pandemic is rapidly changing the behavior of members of society. Typically, the strong contagious power of the virus minimizes interaction between people in the real world, and they keep interaction activities to a minimum through online activities. Recently, as people demand online activities that enhance a sense of reality, the metaverse, which strengthens the 3D technology-centered sense of presence capability, is being chosen by people. The purpose of this study is to suggest a strategic direction for the establishment of the metaverse business model of startups by presenting factors for users' use and gratification of the metaverse. In detail, this study proposes the motivation for using the metaverse by reflecting the uses and gratification theory, and suggests a method to strengthen the motivation for the metaverse by reflecting the presences provided by the metaverse plotform and individual characteristics (normtive interpersonal influence). We surveyed people over 20 years of age who experienced metaverse and obtained 314 samples. In addition, we conducted the main effect analysis using the structural equation model and the moderating effect analysis using Process 3.1. As a result of hypothesis testing, we confirmed that metaverse presence (telepresence, social presence) has a positive effect on intention to continuous use by increasing metaverse's use and satisfaction factors (information, enjoyment, social interactivity). In addition, we found that individuals' normative interpersonal influence moderated the positive relationship between uses and gratification factors(enjoyment and social interactivity) intention to continuous use. Our study suggests strategies for establishing a user-centered business model for companies related to the metaverse.
Keywords
Metaverse; Intention to Continuous Use; Uses and Gratification; Presence; Normative Interpersonal Influence;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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