메타버스 이용자의 관계유지의도에 기업 신뢰성 및 만족도가 미치는 영향: 기대감의 매개효과를 중심으로

초록

The present study aimed to analyze the factors influencing users’ intention to maintain relationships with companies within the context of metaverse platforms. By conceptualizing the metaverse as a product offered by a specific company, the study examined the effects of corporate credibility—specifically, corporate expertise and trustworthiness—on users’ relationship maintenance intention, with a focus on the mediating role of user expectations. An online survey was conducted with 300 individuals in South Korea who had prior experience using metaverse platforms. Using PLS-SEM analysis, the results indicated that both corporate expertise and trustworthiness had significant effects on user expectations. Notably, trustworthiness was found to have a direct impact on relationship maintenance intention. Regarding the mediating role of expectations, a full mediation effect was found between corporate expertise and expectations, while a partial mediation effect was observed between trustworthiness and expectations. This study empirically demonstrates that corporate credibility and the management of user expectations are critical factors for sustained use in the metaverse industry. The findings offer both theoretical and practical implications and provide insights that may inform future strategic planning in the metaverse sector.

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