• Fashion & Textile Research Journal
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• v.25 no.6
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• pp.704-714
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• 2023

This study explores how avatar customization influences the continuous intention to use the metaverse, mediated by self-expansion. The moderating effects of self-efficacy between avatar customization and self-expansion are also explored. Data were collected through an online survey using consumer panels. Participants were Zepeto users aged 18 or older who had used the platform within the previous six months. They were asked to recall a recent shopping experience of exploring the virtual fashion store via Zepeto. A total of 196 valid responses from participants were analyzed using SPSS 26.0 for descriptive statistics, reliability analysis, and PROCESS procedure, and AMOS 23.0 for confirmatory factor analysis. Results demonstrate that avatar customization increases continuous intention to use the metaverse; this effect is mediated by self-expansion. The moderated mediation effect of self-efficacy in the indirect path was significant and mediated by self-expansion. Specifically, the interplay effect of avatar customization and self-efficacy on self-expansion was statistically significant. For participants with high self-efficacy, avatar customization increases self-expansion, and it mediates the relationship between avatar customization and the continuous intention to use the metaverse. Findings contribute to expanding the literature on metaverse usage by testing the impact of avatar customization on self-expansion.

• International Journal of Advanced Culture Technology
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• v.12 no.3
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• pp.406-418
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• 2024

In line with the rapid spread of Metaverse in various marketing areas, fashion companies have also begun to devise various activities using the Metaverse. Fashion experiences within the Metaverse platform must be conducted considering the characteristics of the Metaverse itself. However, there has yet to be any research on Metaverse fashion based on the characteristics of the Metaverse platform itself. Accordingly, this study sought to empirically analyze the impact of various characteristics of the Metaverse platform on consumers' virtual fashion experience within the platform. In particular, this study focused on the relationships among the Metaverse platform characteristics, perceived avatar identity, and the purchase intention of actual fashion products. In order to test the hypotheses, a survey was conducted on 300 Korean male and female consumers with an average age of 39.3 who had experience with virtual fashion through the Metaverse platform. In response to the recent increase in domestic and foreign brands' attempts to experience fashion using ZEPETO, the questionnaire provided an experience scenario that included detailed captured images of the use of avatars in the ZEPETO world. Data was subjected to statistical analysis using the SPSS 28.0 program. The results confirmed that the characteristic factors of the Metaverse platform (i.e., presence, social interactivity, anonymity) had a significant impact on the user's perceived avatar identification. Additionally, perceived avatar identity significantly affected users' purchase intention. Theoretical and managerial implications and study limitations are discussed.

• Journal of the Korea Society of Computer and Information
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• v.28 no.8
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• pp.187-194
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• 2023

Recently, a lot of discussions are underway in the field of introducing new technologies about the rapidly growing metaverse. However, the degree of acceptance of metaverse users at the beginning of the introduction is different from expectations, so research should be conducted for the continuous use of current real users and service success. In this study, we would like to investigate the relationship between four experience factors according to Metaverse's experiential economy theory, and perceived value and intention to continue use. A survey was conducted on metaverse real-life veterans, and 177 questionnaires were finally analyzed. The collected data were empirically analyzed using SPSS 25.0 and AMOS 21.0. As a result; First, it was found that all the experience factors of the metaverse had a positive effect on the perceived value. Second, all of the experience factors of metaverse were found to have a positive effect on the intention to continue use. Third, perceived value was found to have a positive effect on the intention to continue use. Based on the analysis results, the implications and limitations of this study were presented. Based on the analysis results, metaverse should provide and develop various experience factors differentiated from reality to users. In addition, providing an experience environment and value that metaverse users can perceive will increase users' intention to continue using it.

• Journal of Information Technology Services
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• v.22 no.2
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• pp.41-56
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• 2023

Metaverse is a three-dimensional virtual space where virtual and reality interact and co-evolutionize, and social, cultural, and economic activities are carried out in it to create value. Among the types of metaverse, the virtual world metaverse is expected to bring innovation beyond time and space in all areas of industry and society following the Internet. This study empirically analyzed factors affecting consumer's intention to use the virtual world metaverse by an innovation diffusion perspective. It was analyzed as an expanded technology acceptance model by setting relative advantages, ease of use, and visibility among the attributes of the innovation diffusion, and social presence, telepresence, and interactivity among the characteristics of the virtual worlds as factors. The proposed research model and hypothesis were verified through a PLS structural equation analysis based on a survey of 216 people. Studies have shown that relative advantage, telepresence, and interactivity have a significant effect on perceived usefulness and perceived enjoyment, but visibility does not have a significant effect on perceived usefulness and perceived enjoyment. It was found that ease of use had a positive effect on perceived enjoyment, social presence had a positive effect on perceived usefulness, and perceived usefulness and perceived enjoyment had a positive effect on the intention to use, respectively. This study is meaningful in that it empirically analyzed the factors affecting the intention to use the virtual world metaverse by dividing the psychological characteristics that induce consumer behavior into perceived usefulness which is an extrinsic motivation and perceived enjoyment which is an intrinsic motivation.

• Journal of Service Research and Studies
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• v.13 no.4
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• pp.173-190
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• 2023

In recent times, with the development of virtual convergence technologies, the market for the Metaverse, a digitally virtual space that combines virtuality and reality, is experiencing significant growth. These Metaverses are realizing new value in both reality and virtual spaces through the development of diverse services and content. However, existing research on the Metaverse mostly revolves around its conceptualization and categorization, with limited exploration of intentions to use the Metaverse. Consequently, this study examined the impact of Metaverse service characteristic factors on trust and intention to use within the Metaverse. The results of this study are as follows. First, among the service characteristic factors of the Metaverse, presence, interactivity, and playfulness were found to have a positive impact on Metaverse trust. On the other hand, informativeness was found not to have a significant influence on trust in the Metaverse. Second, Metaverse trust was found to have a positive impact on intention to use the Metaverse. Based on the research results above, this study aims to propose effective communication strategies for activating the Metaverse and developing services within the Metaverse platform.

• Journal of Internet of Things and Convergence
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• v.8 no.5
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• pp.99-109
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• 2022

The purpose of this study is to verify the effect of experiential economy factors using metaverse on the intention to accept advertisements reflecting new technologies. The subjects of this study were those located in G Metropolitan City and J Province, and those who experienced metaverse. From August 1 to September 10, 2022, 150 people participated in the survey without face-to-face. Analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis. The conclusion is as follows. First, the influence of metaverse experience on advertisement acceptance intention was shown in the order of relational experience, educational experience, and escapist experience. Second, it was found that the relational and educational experiences of metaverse partially mediate metaverse usefulness and affect the advertisement acceptance intention. Third, it was found that the relational and educational experiences of the metaverse partially mediate the metaverse presence and affect the advertisement acceptance intention. Also, it was found that the metaverse's escapist experience completely mediates the metaverse's presence and affects the advertisement acceptance intention. Fourth, it was found that the escapist experience of metaverse completely mediates the ease of use of metaverse and affects the advertisement acceptance intention. It is expected that this study will contribute to the construction of a new platform in the advertising market using various platforms of metaverse.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.17 no.3
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• pp.119-133
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• 2022

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.

• Journal of Intelligence and Information Systems
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• v.29 no.2
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• pp.149-170
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• 2023

This study analyzed the factors influencing users' intention to use the Metaverse by applying the extended technology acceptance model. In other words, the factors affecting users' intention to use the Metaverse were defined as technical characteristics (telepresence, interoperability, seamlessness, concurrence, and economy flow) and personal characteristics (social influence and perceived enjoyment) from the perspective of the Extended Technology Acceptance Model. For this purpose, a survey was conducted among men and women of various ages ranging from teenagers to 60s, and the data collected from 327 participants were analyzed using SPSS 22.0 and Smart PLS 4.0. The results showed that perceived usefulness and perceived ease of use, which are antecedents of the Extended Technology Acceptance Model, influence the intention to use Metaverse, and perceived ease of use influences perceived usefulness. Telepresence, interoperability and economy flow were found to have a positive effect on perceived usefulness, and interoperability, seamlessness and concurrence were found to have a positive effect on perceived ease of use. In addition, social influence and perceived enjoyment had a positive effect on intention to use the Metaverse. This study is significant in that it empirically analyzed the factors of users' acceptance of the Metaverse, which is attracting attention as a new platform that will bring significant changes to our daily lives and platform consumption environments.

• Journal of Korean Society for Quality Management
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• v.51 no.1
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• pp.97-117
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• 2023

Purpose: The purpose of this study is to examine the factors affecting the intention to continue using the metaverse platform service from the user's point of view. Methods: The study conducted a survey of experienced people using Zepeto, Ifland, Gather Town, Zep, Roblox, Fortnite, and Minecraft, which are virtual world types among metaverse types, and valid 415 data were analyzed by SPSS (ver 22.0) and R (ver 4.1.0) program packages. Results: As a result of empirical analysis, it was found that interactivity and social presence among the characteristics of metaverse affected expectation confirmation, and sensory affordance and functional affordance affected expectation confirmation as affordance factors. In addition, all four characteristics of metaverse, reliability, playfulness, interactivity, and social presence, were found to have the greatest affect on perceived usefulness, and it was analyzed that playfulness, social presence, and reliability were influenced in order. The affordance factor was also found to have a positive effect on physical affordance, sensory affordance, and functional affordance. This study was found that it had a positive effect on the relationship between expectation confirmation and satisfaction and the relationship between perceived usefulness and satisfaction. satisfaction was analyzed to lead to continuance intention. Conclusion: This study is meaningful in that it examines the perspective of users who can be called customers of metaverse platform services. Based on the results of this study, it is expected to have a significant effect on the development of metaverse platform services not only on platform operators that provide metaverse platform services but also on providers who plan events and education using metaverse platform services.

• Journal of Korea Society of Industrial Information Systems
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• v.28 no.2
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• pp.77-94
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• 2023

This study aims to determine the factors that affect learning satisfaction and continuous use intention in metaverse-based non-face-to-face classes. Therefore, a hypothesis was established based on the technology acceptance model and information system success model, and a survey was conducted from November 22, 2021 to January 03, 2022 for students who had class experience using Gather.town-a metaverse platform. PLS Structural Equation was conducted on 122 copies, excluding the questionnaires with insincere responses. The results reveal that "all platform quality" factors influenced "easiness," "content quality" influenced "usefulness," "easiness" influenced "usefulness," "easiness" and "usefulness" influenced "learning satisfaction," "usefulness" and "learning satisfaction" had a positive effect on "continuous use intention." This study is significant because it empirically analyzes the variables that affect learning satisfaction and continuous use intention in metaverse-based non-face-to-face classes. In follow-up studies, additional research is required on the variables that affect learning satisfaction and continuous use intention targeting various metaverse-based platforms, including Gather.town.