가상세계 수용에 영향을 미치는 요인: 기술 수용과 Hartson의 어포던스

초록

Among the various forms of the metaverse, virtual worlds continue to serve as effective tools for entertainment and work even after the pandemic. From the perspective of developers and publishers, securing both new and existing users in the post-pandemic market is crucial for stable management. Few existing studies on the metaverse have considered the relationship between the affordance of virtual world platforms and the technology acceptance factor from UTAUT2. The affordance perceived by users when using virtual world platforms may influence how well the intended service quality is delivered, affecting Behavioral Intention. This study conducted a survey targeting individuals aged 18 and older who have experience using virtual world platforms and collected 300 valid responses. Based on SPSS 27.0 and AMOS 22, the data were analyzed to verify the relationships among affordance, technology acceptance factor, and Behavioral Intention. In addition, comparative analyses were conducted based on gender, age group, and whether the respondent had paid for services, to examine how these variables affect the use of virtual world platforms. The results revealed that affordance significantly influences the technology acceptance factor in UTAUT2 and that affordance affects Behavioral Intention through the mediating roles of Hedonic motivation and Price value. In the comparative analysis, gender showed significant differences in Effort expectancy, Facilitation condition, and Behavioral Intention. The age group showed significant differences in affordance, Effort expectancy, Facilitation condition, and Hedonic motivation, while paid service usage showed significant differences across all factors. These findings provide insights into how affordance in virtual worlds affects metaverse acceptance factors and Behavioral Intention, offering meaningful implications for developers, publishers, and individuals or organizations considering the use of virtual world platforms. Furthermore, the study contributes to existing literature by examining the previously indirect and underexplored relationship between affordance and UTAUT2, and by confirming the mediating roles of related factors.

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