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소셜형 메타버스 사용자의 재미 경험은 어디에서 오는가?: 실재감 및 성취감의 매개효과
김은철,박은아 한국소비자·광고심리학회 2022 한국심리학회지 소비자·광고 Vol.23 No.3
Based on the flow theory, this study investigates the mediating effect of presence and sense of achievement perceived by users in the process of metaverse usage characteristics affecting fun and continuous use intention. We conducted an online survey on teens and adults aged 14~59 with experience using the metaverse platform(Geppetto). Totally 410 people (35.6% male, 64.4% female) participated in the survey and performed factor analysis and SEM using SAS 9.4 and Mplus 7.0. The result shows that the higher the interface quality and interaction of the metaverse, the more presence the user feels, which becomes a factor that further strengthens the fun experience, forming the intention to continue using. In addition, interactivity has a more significant influence on the user's achievement than presence, which shows that metaverse users express their identity with avatars and feel more achievement in activities that gain attention and popularity from others. Hence, the instrumental things didn't significantly affect achievement or fun, suggesting that consumers feel high achievement through interaction with others rather than making their imagination a reality. From this study, the social type metaverse user senses the presence and achieves derived from the metaverse interface and interactivity, and this is a critical factor in forming the fun experience and continuous use intention.