가상공간에서의 장소애착 영향요인에 관한 연구 - 메타버스 이용행태를 중심으로 -

Abstract

(Background and Purpose) This study recognize the emergence of individuals who perceive virtual space as an integral part of their lives, rather than viewing as a potential object and aims to clarify the place attachment factors that affect their place use behavior, and to draw implications. Metaverse is rapidly expanding into the fabric of our lives, encompassing a wide range of online-based platform services to virtual worlds where various encounters occur beyond the dimension of space. While most studies on place attachment so far have been based on the tangible world, and there is a lack of research on place attachment in virtual space. Thus, this study endeavors to demonstrate that virtual space, which has already become a place of daily life, is no different from places in the real world, and to unravel the interplay between usage behavior and place attachment through empirical analysis.(Method) This study primarily comprises a literature study for theoretical consideration, complemented by an empirical investigation through the analysis of survey data. The empirical analysis involved a sample of 102 individuals in their 20s and 30s residing in metropolitan areas. A set of 15 questions were developed based on the concepts derived from the review of previous studies to secure the content validity of the questionnaire. Place identity factors such as specialness, intimacy, meaning, self-expression, and place dependence factors including centrality of life, satisfaction, loyalty, and absoluteness were used as dependent variables. Binary logistic regression was conducted for each variable, and the odds ratio was calculated and visualized.(Results) Summarizing the analysis findings, the factor of 'specialness' within place identity demonstrated a statistically significant relationship with the frequency of use, device used, and the presence of an operating channel. 'Expression' is affected by the device used and the operation channel. Place dependence factors such as 'centrality of life', 'satisfaction', and 'absoluteness' yielded statistically significant results depending on the presence of an operating channel, and 'loyalty' was associated with frequency of use, the device used, and the operating channel.(Conclusions) The implications drawn from the results of this study are threefold. First, a higher degree of direct involvement, reflecting a user's intention to engage, corresponds with the formation of a strong place attachment. Second, the manner in which a user's personality is manifested within the metaverse appears to enhance place dependence. Third, personal activities within the metaverse seem to wield greater influence over place attachment than social interactions. Further empirical research is indispensable to substantiate these discussions, and given that place attachment resides within the realm of emotion, qualitative research employing in-depth interviews is expected to continue as subsequent research.