The Effects of User Experience-Based Design Innovativeness on User– Metaverse Platform Channel Relationships in South Korea
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초록
Purpose: The purpose of this research is that Metaverse platforms’ UXBDI can be distinguished among Metaverse platform channel types. Metaverse platform represents a collective term signifying services that include augmented reality, lifelogging, mirror worlds, and virtual worlds. User Experience-Based Design Innovativeness (UXBDI) is characterized by novelty in product design and services that satisfy user experience. This study examined the effect of Metaverse platforms’ UXBDI on user–Metaverse platform relationships. Research design, data and methodology: Metaverse platform users were selected as samples, and a marketing research institution known as a panel company conducted the survey. It used multiple regression to test the impact on platform identification and commitment based on a survey of 442 South Korean respondents. Results: The research confirmed that UXBDI sub-dimensional scales of attractiveness and interaction increased user–Metaverse platform identification and commitment. Also, a Metaverse platform identity increased user–Metaverse platform identification in virtual and mirror worlds. Conclusion: This study contributes to multiple academic fields. First, the UXBDI of Metaverse platforms appears to be a key component of ongoing user–Metaverse relationships. Second, UXBDI affects relationships differently based on the Metaverse platform type.
Abstract
Purpose: The purpose of this research is that Metaverse platforms’ UXBDI can be distinguished among Metaverse platform channel types. Metaverse platform represents a collective term signifying services that include augmented reality, lifelogging, mirror worlds, and virtual worlds. User Experience-Based Design Innovativeness (UXBDI) is characterized by novelty in product design and services that satisfy user experience. This study examined the effect of Metaverse platforms’ UXBDI on user–Metaverse platform relationships. Research design, data and methodology: Metaverse platform users were selected as samples, and a marketing research institution known as a panel company conducted the survey. It used multiple regression to test the impact on platform identification and commitment based on a survey of 442 South Korean respondents. Results: The research confirmed that UXBDI sub-dimensional scales of attractiveness and interaction increased user–Metaverse platform identification and commitment. Also, a Metaverse platform identity increased user–Metaverse platform identification in virtual and mirror worlds. Conclusion: This study contributes to multiple academic fields. First, the UXBDI of Metaverse platforms appears to be a key component of ongoing user–Metaverse relationships. Second, UXBDI affects relationships differently based on the Metaverse platform type.
참고문헌 (25)
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