Understanding Metaverse Consumers Through Escapism Motives: Focusing on Roblox and Zepeto

초록

This study investigates how users' escapism motives and perceptions of technology influence their intentions to continue using metaverse platforms. To this end, a framework based on the technology acceptance model (TAM) is used to explore how the perceptions of two benefits-enjoyment and usefulness-as antecedents of continuance intention, are influenced by an individual's escape motivations (self-suppression and self-expansion) and technological characteristics. A total of 248 responses, collected via an online survey company, were analyzed using structural equation modeling. The results emphasize the importance of both hedonic and utilitarian benefits in sustaining metaverse users. Moreover, users' self-expansion motive has a positive effect on continuance intentions, while self-suppression negatively impacts continuance intentions. The differences between platforms (Roblox and Zepeto) further explored the relationships of the variables in the model. This study enriches the literature on escapism and TAM and provides valuable insights for practitioners by highlighting the impact of users' motives on their intentions to continue using metaverse platforms.

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