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S-O-R 모델을 통한 중국 소비자의 타오바오 메타버스 쇼핑몰 참여의도 분석

Analysis of Chinese Consumers’ Intention to Engagement in Taobao Metaverse Shopping through S-O-R Model

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키워드

주제분류경영학

초록

본 연구는 타오바오 메타버스 인터넷 쇼핑몰의 이용자를 대상으로 SPICE 모델에서 제시하는 변수가 쾌락적가치에, 그리고 쾌락적 가치가 참여에 미치는 영향 관계를 알아보기 위해 실증적 분석을 진행하였다. 디지털경제의 가속화에 따라 메타버스에 많은 사람들이 관심을 가지기 시작했고 가상 경제가 성장하고 있다. 메타버스 서비스의 활성화를 위해 중요한 요소가 무엇인지를 알기위해 본 연구에서는 연속성, 실재감, 상호 운용성, 동시성이라는 4가지 변수를 SPICE모델에서 선정하고 이 변수들과 쾌락적 가치, 그리고 쾌락적 가치와 참여의관계를 이용하여 가설을 세웠다. 본 연구를 위하여 데이터는 타오바오 메타버스에서 사용 및 구매 경험이있는 중국 소비자를 대상으로 하였다. 타오바오 메타버스에서 사용 및 구매 경험이 있는 중국 고객 258명을표본으로 하여 각 대상자에게 설문지를 배포하였고 그 설문을 바탕으로 데이터를 구성하였다. 실증 분석 결과, 연속성, 동시성은 쾌락적 가치에 유의미한 영향을 미치고 쾌락적 가치는 참여에 유의미한 영향을 미치는 것으로 나타났다. 반면 메타버스에서 가장 중요한 요소라고 알려져 있는 실재감과 상호 운용성은 쾌락적 가치에유의미한 영향을 미치지 않는 것으로 나타났다. 본 연구의 결과가 메타버스 서비스가 활성화 되는데 중요한요소가 무엇인지 알 수 있는 기초자료가 될 것으로 기대된다.

Abstract

This study conducted an empirical analysis to explore the relationship between variables suggested by the SPICE model and hedonic value, as well as the impact of hedonic value on engagement, among users of Taobao Metabus Internet shopping. With the acceleration of the digital economy, there is a growing interest in the metaverse, and accordingly, the virtual economy is expanding. To understand the crucial factors for activating metaverse services, this study selected four variables from the SPICE model: seamlessness, presence, interoperability, and concurrence. Hypotheses were formulated based on the relationships between these variables, hedonic value, and engagement. For this study, data were collected from Chinese consumers with experience in using and purchasing Taobao Metaverse. A sample of 258 Chinese customers who had experience with Taobao Metaverse was selected, and a questionnaire was distributed to each participant. The data were then organized based on the responses to the questionnaire. The empirical analysis revealed that seamlessness and concurrence significantly impact hedonic value, and hedonic value, in turn, has a significant impact on engagement. On the other hand, presence and interoperability, considered crucial factors in the metaverse, did not show a significant effect on hedonic value. This study is expected to provide foundational data for understanding the important factors for activating Metabus services.

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