@article{ART003238967},
author={Hye Hyun Ma and Choi Mi Yeon and Hye Jin Paek},
title={Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors},
journal={Health Communication Research},
issn={2093-2707},
year={2025},
volume={24},
number={2},
pages={121-144},
doi={10.24172/hcr.2025.24.2.121}
TY - JOUR
AU - Hye Hyun Ma
AU - Choi Mi Yeon
AU - Hye Jin Paek
TI - Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors
JO - Health Communication Research
PY - 2025
VL - 24
IS - 2
PB - Korea Health Communication Association
SP - 121
EP - 144
SN - 2093-2707
AB - The metaverse, as a digital environment that fosters user participation and immersion, has emerged as a new medium for health campaigns. This study aimed to analyze the effectiveness of Dr. Ji-Keep World, a food poisoning prevention campaign conducted by the Ministry of Food and Drug Safety (MFDS) on the metaverse platform ZEPETO. Specifically, it analyzed the direct and indirect effects of user experience quality factors (perceived game difficulty, perceived design) and technology acceptance factors (perceived usefulness, perceived ease of use) on users’ health behavior change. Based on data collected through an online survey (n = 543), the analysis revealed that perceived design quality had a direct effect on behavioral change, while perceived game difficulty showed only an indirect effect through the technology acceptance variables. Both perceived usefulness and perceived ease of use were significant predictors of behavioral change. These findings demonstrate that the explanatory power of the extended technology acceptance model remains valid in immersive environments such as the metaverse, while also highlighting the need to integrate user experience factors—such as game difficulty—into the design of public campaigns. This study presents a theoretical framework for evaluating the effectiveness of metaverse-based public health campaigns using a real-world case and discusses the applicability and practical implications of incorporating user experience factors in campaign design.
KW - Key words : Metaverse;Foodborne disease prevention campaign;Extended Technology Acceptance Model (ETAM);User experience (UX);Behavioral change
DO - 10.24172/hcr.2025.24.2.121
ER -
Hye Hyun Ma, Choi Mi Yeon and Hye Jin Paek. (2025). Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors. Health Communication Research, 24(2), 121-144.
Hye Hyun Ma, Choi Mi Yeon and Hye Jin Paek. 2025, "Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors", Health Communication Research, vol.24, no.2 pp.121-144. Available from: doi:10.24172/hcr.2025.24.2.121
Hye Hyun Ma, Choi Mi Yeon, Hye Jin Paek "Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors" Health Communication Research 24.2 pp.121-144 (2025) : 121.
Hye Hyun Ma, Choi Mi Yeon, Hye Jin Paek. Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors. 2025; 24(2), 121-144. Available from: doi:10.24172/hcr.2025.24.2.121
Hye Hyun Ma, Choi Mi Yeon and Hye Jin Paek. "Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors" Health Communication Research 24, no.2 (2025) : 121-144.doi: 10.24172/hcr.2025.24.2.121
Hye Hyun Ma; Choi Mi Yeon; Hye Jin Paek. Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors. Health Communication Research, 24(2), 121-144. doi: 10.24172/hcr.2025.24.2.121
Hye Hyun Ma; Choi Mi Yeon; Hye Jin Paek. Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors. Health Communication Research. 2025; 24(2) 121-144. doi: 10.24172/hcr.2025.24.2.121
Hye Hyun Ma, Choi Mi Yeon, Hye Jin Paek. Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors. 2025; 24(2), 121-144. Available from: doi:10.24172/hcr.2025.24.2.121
Hye Hyun Ma, Choi Mi Yeon and Hye Jin Paek. "Effectiveness of Foodborne Disease Prevention Campaign through Metaverse in South Korea: Intergrating User Experience and Technology Acceptance Factors" Health Communication Research 24, no.2 (2025) : 121-144.doi: 10.24172/hcr.2025.24.2.121
1,
Choi Mi Yeon
2,
Hye Jin Paek