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http://dx.doi.org/10.15722/jds.19.11.202111.81

The Effects of User Experience-Based Design Innovativeness on User-Metaverse Platform Channel Relationships in South Korea  

JEON, Joo-Eon (Department of Global Business Administration, Anyang University)
Publication Information
Journal of Distribution Science / v.19, no.11, 2021 , pp. 81-90 More about this Journal
Abstract
Purpose: The purpose of this research is that Metaverse platforms' UXBDI can be distinguished among Metaverse platform channel types. Metaverse platform represents a collective term signifying services that include augmented reality, lifelogging, mirror worlds, and virtual worlds. User Experience-Based Design Innovativeness (UXBDI) is characterized by novelty in product design and services that satisfy user experience. This study examined the effect of Metaverse platforms' UXBDI on user-Metaverse platform relationships. Research design, data and methodology: Metaverse platform users were selected as samples, and a marketing research institution known as a panel company conducted the survey. It used multiple regression to test the impact on platform identification and commitment based on a survey of 442 South Korean respondents. Results: The research confirmed that UXBDI sub-dimensional scales of attractiveness and interaction increased user-Metaverse platform identification and commitment. Also, a Metaverse platform identity increased user-Metaverse platform identification in virtual and mirror worlds. Conclusion: This study contributes to multiple academic fields. First, the UXBDI of Metaverse platforms appears to be a key component of ongoing user-Metaverse relationships. Second, UXBDI affects relationships differently based on the Metaverse platform type.
Keywords
Metaverse; UX; Design Innovation; Distribution Technology; Identification; Commitment;
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