[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2022.22.06.680

The Effect of P2E-type Virtual Farm Experience on the Attitude and Recommendation Intention of Potential Farmers : Focusing on the Information System Success Model

Bae, Sujin (경희대학교 경영대학)
Oh, Hyunjoo (경희대학교 경영대학원)
Lee, Younglae (경희대학교 경영대학원)
Kwon, Ohbyung (경희대학교 경영대학)

Publication Information

The Journal of the Korea Contents Association / v.22, no.6, 2022 , pp. 680-691 More about this Journal

Abstract

Virtual farm is a kind of virtual reality for education and training, which realizes a change in attitude toward farming and aims for economic performance through revisiting the virtual farm. With the recent introduction of P2E-type virtual reality, a way to connect virtual farming experiences with practical benefits is being considered. However, few studies have been conducted on the factors that influence the success of virtual farms. Hence, the purpose of this study is to examine whether the quality of virtual farm contents and system quality affect user satisfaction with virtual farm experience based on the DeLone & McLean's IS Success Model. In addition, we will examine whether satisfaction with the virtual farm significantly contributes to the change in attitude toward farming. In addition, we demonstrate whether digital incentives contribute to the activation of P2E-type virtual farms.

Keywords

Virtual Farm; Attitude; IS Success Model; Play to Earn(P2E); Recommendation Intention;

Citations & Related Records

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