프로스포츠 메타버스 플랫폼의 지각된 가치와 이용의도 간 관계에서 혁신성과 혁신저항의 다중가산조절효과 분석

초록

The purpose of this study was to examine the impact of perceived value on intention to use in the context of professional sports Metaverse platform and to examine the multiple additive moderation effects of innovativeness and innovation resistance on this relationship. To accomplish the purpose of this study, an online survey was conducted for who those had used Metaverse from April 19 to April 21, 2023. Total of valid 370 responses were collected. Using SPSS 25.0, frequency analysis, descriptive statistics, correlation analysis, reliability analysis, and exploratory factor analysis, while process macro model 2 was utilized to test the hypotheses. The results of this study are as follows: First, it was found that perceived value had a positive influence on intention to use. Second, it was found that while innovativeness positively influenced perceived value, its moderating effect on the relationship between perceived value and intention to use was not significant. Third, it was found that innovation resistance negatively influenced perceived value and positively moderated the relationship between perceived value and intention to use. Conditional effect analysis revealed that when perceived value was low, higher levels of innovation resistance led to a reduction in intention to use; however, when perceived value was high, the negative impact of innovation resistance was mitigated.

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