@article{ART002891781},
author={Lee, Sangho and Taegyu Kim and Kwangmoon Cho},
title={A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention},
journal={Journal of Internet of Things and Convergence},
issn={2466-0078},
year={2022},
volume={8},
number={5},
pages={99-109},
doi={10.20465/KIOTS.2022.8.5.099}
TY - JOUR
AU - Lee, Sangho
AU - Taegyu Kim
AU - Kwangmoon Cho
TI - A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention
JO - Journal of Internet of Things and Convergence
PY - 2022
VL - 8
IS - 5
PB - The Korea Internet of Things Society
SP - 99
EP - 109
SN - 2466-0078
AB - 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.
KW - Metaverse;Experience Economy;Usefulness;Ease of Use;Acceptance Intention
DO - 10.20465/KIOTS.2022.8.5.099
ER -
Lee, Sangho, Taegyu Kim and Kwangmoon Cho. (2022). A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention. Journal of Internet of Things and Convergence, 8(5), 99-109.
Lee, Sangho, Taegyu Kim and Kwangmoon Cho. 2022, "A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention", Journal of Internet of Things and Convergence, vol.8, no.5 pp.99-109. Available from: doi:10.20465/KIOTS.2022.8.5.099
Lee, Sangho, Taegyu Kim, Kwangmoon Cho "A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention" Journal of Internet of Things and Convergence 8.5 pp.99-109 (2022) : 99.
Lee, Sangho, Taegyu Kim, Kwangmoon Cho. A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention. 2022; 8(5), 99-109. Available from: doi:10.20465/KIOTS.2022.8.5.099
Lee, Sangho, Taegyu Kim and Kwangmoon Cho. "A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention" Journal of Internet of Things and Convergence 8, no.5 (2022) : 99-109.doi: 10.20465/KIOTS.2022.8.5.099
Lee, Sangho; Taegyu Kim; Kwangmoon Cho. A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention. Journal of Internet of Things and Convergence, 8(5), 99-109. doi: 10.20465/KIOTS.2022.8.5.099
Lee, Sangho; Taegyu Kim; Kwangmoon Cho. A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention. Journal of Internet of Things and Convergence. 2022; 8(5) 99-109. doi: 10.20465/KIOTS.2022.8.5.099
Lee, Sangho, Taegyu Kim, Kwangmoon Cho. A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention. 2022; 8(5), 99-109. Available from: doi:10.20465/KIOTS.2022.8.5.099
Lee, Sangho, Taegyu Kim and Kwangmoon Cho. "A Study on the Metaverse Experience Economy Factors and Advertisement Acceptance Intention" Journal of Internet of Things and Convergence 8, no.5 (2022) : 99-109.doi: 10.20465/KIOTS.2022.8.5.099