메타버스 이용의도에 영향을 미치는 요인에 관한 연구-CB와 TAM이론에 기반한 자기효능감의 조절효과-

초록

The COVID-19 pandemic has brought about significant transformations globally, particularly in the field ofInformation Technology, accelerating the 4th Industrial Revolution. The emergence of the Metaverse era is rapidlyreshaping economic, social, and cultural activities, shifting them from augmented reality to a fully virtual space. TheMetaverse is increasingly being utilized in business, higher education, entertainment, healthcare, and marketing. Thisdevelopment has led to substantial investment by global companies and ongoing technological innovation, furtherinfluencing the Metaverse’s evolution. This study examines consumer acceptance of the Metaverse platform, groundedin the Technology Acceptance Model (TAM), with a focus on the platform’s characteristics, service features, andtechnical attributes as perceived by Chinese consumers. The study aims to assess how these characteristics impactperceived ease of use and perceived usefulness, and the role of self-efficacy in moderating these effects. An onlinesurvey was conducted with 406 Chinese consumers, with data analyzed using SPSS 25.0 and AMOS 21.0. The findingsindicate that in the Metaverse platform characteristics, seamlessness positively affects perceived ease of use, whileeconomic flow does not. Among service characteristics, perceived enjoyment positively influences ease of use, whilechallenge does not. In technical characteristics, both VR interactivity and security positively impact perceived ease ofuse. Regarding perceived usefulness, both seamlessness and economic flow positively affect it, while challenge andperceived enjoyment do not. Furthermore, perceived ease of use was found to positively influence perceived usefulness,which in turn positively affects intention to use. Notably, the study partially supports the hypothesis that self-efficacymoderates the impact of the Metaverse’s characteristics on perceived ease of use and usefulness. Based on these results,practical insights are provided to help strengthen consumers’ attitudes toward using the Metaverse. The study alsooffers valuable implications for Metaverse marketing strategies tailored to the Chinese market, suggesting how Koreancompanies can secure a competitive edge in this emerging field

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