메타버스 서비스 이용의도 연구: Z세대를 중심으로

초록

Recent advancements in Extended Reality (XR) technologies, including Augmented Reality (AR) and Virtual Reality (VR), have spurred growth in the metaverse market. This study employs the Value-based Acceptance Model (VAM) as a theoretical framework to identify factors influencing metaverse usage intentions and empirically validate these variables' structural relationships. Specifically targeting Generation Z(born 1997–2012), who are digital natives and the primary consumers of the metaverse, the research utilized an online survey to collect data. Analysis via Partial Least Squares Structural Equation Modeling (PLS-SEM) confirmed that hedonic benefits such as enjoyment significantly impacted immersion and perceived value. In contrast, presence, another hedonic benefit, affected only immersion. Utilitarian benefits, namely usefulness and interactivity, significantly influenced perceived value. Immersion significantly affected perceived value and usage intentions, thereby confirming its role as a crucial mediator. Additionally, the perceived value of metaverse services significantly influenced usage intentions, and statistically significant mediating effects were observed from the antecedent factors. This study provides academic significance by empirically validating the extension and enhancement of the VAM in understanding intentions to use metaverse services. It also offers practical insights by identifying essential service characteristics and user experience factors critical for managing metaverse platforms.

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