Journal of Internet of Things and Convergence 2023 KCI Impact Factor : 0.89
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pISSN : 2466-0078
- https://journal.kci.go.kr/kiots
KJCKorea
Journal Central
A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention
- Journal of Internet of Things and Convergence
- Abbr : JKIOTS
- 2022, 8(5), pp.99-109
- DOI : 10.20465/KIOTS.2022.8.5.099
- Publisher : The Korea Internet of Things Society
- Research Area : Engineering > Computer Science > Internet Information Processing
- Received : September 20, 2022
- Accepted : October 22, 2022
- Published : October 31, 2022
Lee, Sangho 1, Taegyu Kim 1, Kwangmoon Cho 1
1목포대학교
Accredited
ABSTRACT
The purpose of this study is to verify the effect of experiential economy factors using metaverse on the intention to accept advertisements reflecting new technologies. The subjects of this study were those located in G Metropolitan City and J Province, and those who experienced metaverse.
From August 1 to September 10, 2022, 150 people participated in the survey without face-to-face.
Analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis. The conclusion is as follows.
First, the influence of metaverse experience on advertisement acceptance intention was shown in the order of relational experience, educational experience, and escapist experience. Second, it was found that the relational and educational experiences of metaverse partially mediate metaverse usefulness and affect the advertisement acceptance intention. Third, it was found that the relational and educational experiences of the metaverse partially mediate the metaverse presence and affect the advertisement acceptance intention. Also, it was found that the metaverse's escapist experience completely mediates the metaverse's presence and affects the advertisement acceptance intention. Fourth, it was found that the escapist experience of metaverse completely mediates the ease of use of metaverse and affects the advertisement acceptance intention. It is expected that this study will contribute to the construction of a new platform in the advertising market using various platforms of metaverse.
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