메타버스의 혁신 및 실재감 요인이 플랫폼 신뢰를 통해 지속적 이용 의도에 미치는 영향: 디지털 기술 역량의 조절 효과 분석

초록

As COVID-19 minimizes social members’ exchange activities, people are actively using online platforms with enhanced social functions. Recently, the metaverse platform emphasizing reality based on 3D technology is being chosen by users. Metaverse is a technology that supports information exchange activities between users by using personalized 3D avatars in a virtual environment similar to the real world and is recognized as a platform that combines elements of enjoyment and communication for users. Previous research related to virtual reality focused on suggesting a way to adopt users’ technology by enhancing the user’s presence. On the other hand, the metaverse has a community function that combines social roles, but research is lacking from a social platform perspective. This study intends to suggest a way for the metaverse platform to grow by securing user trust. In detail, this study proposes conditions that can strengthen the impact of platform trust by combining the factors of innovation diffusion, presence, and digital technological competence. We conducted a survey on adults who experienced metaverse and tested the hypothesis using 324 samples. As a result of the analysis, innovation diffusion factors (simplicity, benefit) and presence factors (social presence, telepresence) had a positive effect on the intention to continuous use through platform trust. In addition, users’ digital technological competence moderated the relationship between platform trust and intention to continuous use. The research results provide academic and practical implications in terms of suggesting ways to improve the trust required for metaverse to be selected by users.

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