메타버스 이용자의 인지 수준과 사회적 자본이 메타버스 지속 사용 의도와 추천 의도에 미치는 영향: 자기 효능감과 프레즌스를 매개변인으로

This study aims to explore how to popularize and revitalize the business of a platform based on the metaverse. First, we applied social cognitive learning theory to investigate how learning factors affect the user experience of Metaverse users. Specifically, we investigated whether personal factors, environmental factors, and behavioral factors have interactive effects on the behavioral decisions of Metaverse users. Furthermore, we examined how Metaverse users' personal and environmental factors influence their intention to continue using the Metaverse and their recommendation intention when mediated by self-efficacy and presence. The research methodology was an online survey of Metaverse users conducted by a specialized survey company. The data were collected from 528 users in their 20s and 30s, and the data were analyzed using descriptive, correlation, and structural analyses. The results of the analysis showed that most of the learning factors of Metaverse users have interactive effects. In particular, among the personal factors, prior knowledge and usage intensity have a positive effect on self-efficacy, and social capital has a positive effect on presence. Finally, personal and environmental factors of metaverse users positively influence continuance intention and recommendation intention when mediating self-efficacy and presence. This study has several implications for researchers and practitioners working with metaverses. First, we have identified the constructs and their interactions on how actual metaverse users' behaviors are performed. Second, it will help to validate the effectiveness of metaverses in the future, which is necessary for their popularization and use in the business industry.