Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 52, No. 5, pp.1159-1191
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2023
Received 05 Jun 2023 Revised 21 Aug 2023 Accepted 25 Aug 2023
DOI: https://doi.org/10.17287/kmr.2023.52.5.1159

Investigating the Impact of Metaverse Characteristics on User Behavior through the Combination of PLS-SEM and NCA within the Extended Value-Based Adoption Model

Seung Beom Kim ; Hyoung-Yong Lee
(First Author) The Graduate School, Hansung University utocara@nate.com
(Corresponding Author) School of Business, Hansung University leemit@hansung.ac.kr
확장된 가치기반 수용 모델 내에서 PLS-SEM과 NCA의 결합을 통한 메타버스 특성이 사용자 행동에 미치는 영향에 관한 연구


Copyright 2023 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The present study employed the extended value-based adoption model to examine the determinants that influence users' intention to utilize the Metaverse. The determinants impacting users' intention to adopt the Metaverse were identified as technical attributes (seamlessness, concurrence, telepresence, interoperability and economy flow) and personal characteristics (self-efficacy and social influence). For this purpose, the data obtained from 327 people was analyzed using SPSS 22 and Smart PLS 4. The results showed that perceived usefulness and perceived enjoyment were found to have a positive influence on perceived value. Meanwhile, technicality and perceived fee did not have a statistically significant negative effect on perceived value. Among the Metaverse characteristics, telepresence, interoperability, concurrence and economy flow were found to have a positive influence on perceived usefulness, and telepresence, interoperability and concurrence were found to have a positive influence on perceived enjoyment. Meanwhile, the NCA results indicate that telepresence, interoperability, and concurrence are necessary conditions for perceived usefulness, while concurrence is the only necessary condition for perceived enjoyment. In addition, we found that social influence and self-efficacy had a positive influence on intention to use the Metaverse. This study is significant in that it empirically analyzes the drivers of user acceptance of the Metaverse.

Keywords:

Metaverse, the extended value-based adoption model, NCA(Necessary Condition Analysis)

Acknowledgments

This research is supported by Hansung university research fund.

References

  • Anderson, J. C. and Gerbing, D. W.(1988), “Structural equation modeling in practice: a review and recommended two-step approach,” Psychological Bulletin, 103(3), pp.411-423. [https://doi.org/10.1037/0033-2909.103.3.411]
  • Anderson, Rolph E., and Swaminathan, Srinivasan(2011), “Consumer satisfaction and Loyalty in e-Markets: A PLS Path Modeling Approach,” Journal of Marketing Theory and Practice, 19(2), pp.221-234. [https://doi.org/10.2753/MTP1069-6679190207]
  • Badamasi, A. A., R. A. Komal, U. M. Usman, and D. Mansir(2021), “Drivers and Barriers of Virtual Reality Adoption in UK AEC Industry,” Engineering, Construction and Architectural Management, 146(7), pp.1-38. [https://doi.org/10.1108/ECAM-09-2020-0685]
  • Baszucky, D.(2020), “Building the Metaverse,” Roblox RDC 2020. https://youtu.be/G00GlCJc0mU
  • Cammack, R. G.(2010), Location-based service use: A metaverse investigation, Journal of Location Based Services, 4(1), pp.53-65. [https://doi.org/10.1080/17489721003742827]
  • Cha, W.(2019), A study on the advertising acceptance of audiences toward the Cinema advertising using NFC technology-using extended technology acceptance model and interactivity, Journal of Digital Contents Society, 20(11), pp.2131-2140. [https://doi.org/10.9728/dcs.2019.20.11.2131]
  • Choi, W., Kang, D. and Choi, S. M.(2017), Understanding Factors Influencing Usage and Purchase Intention of a VR Device: An Extension of UTAUT2, Information Society & Media, 18(3), pp.173-208.
  • Chen, J., Yen, D., & Chen, K.(2009), The acceptance and diffusion of the innovative smart phone use: A case study of a delivery service company in logistics, Information & Management, 46(4), pp.241-248. [https://doi.org/10.1016/j.im.2009.03.001]
  • Compeau, D. R., & Higgins, C. A.(1995), Computer self-efficacy: Development of a measure and initial test, MIS Quarterly, 19(2), pp.189-211. [https://doi.org/10.2307/249688]
  • Cuofan, G.(2022), Metaverse And Why It Matters In Business-Four Week MBA. https://fourweekmba.com/metaverse/
  • Dabholkar, P. A., & Bagozzi, R. P.(2002), An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors, Journal of the Academy of Marketing Science, 30(3), pp.184-201. [https://doi.org/10.1177/00970302030003001]
  • Davis, F. D.(1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), pp.319-340. [https://doi.org/10.2307/249008]
  • Davis, A., Murphy, J. D., Owens, D., Khazanchi, D., & Zigurs, I.(2009), Avatars, people, and virtual worlds: Foundations for research in metaverses, Journal of the Association for Information Systems, 10(2), pp.90-117. [https://doi.org/10.17705/1jais.00183]
  • Davis, F. D., Bagozzi, R. P. & Warshaw, P. R.(1989), User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35(8), pp.982-1003. [https://doi.org/10.1287/mnsc.35.8.982]
  • Deutsch, M. and Gerard, H. B.(1955), “A study of normative and informational social influences upon individual judgement,” Journal of Abnormal and Social Psychology, 51, pp.629-636. [https://doi.org/10.1037/h0046408]
  • Dinev, T., & Hart, P.(2004), Internet privacy concerns and their antecedents-measurement validity and a regression model, Behaviour & Information Technology, 23(6), pp.413-422. [https://doi.org/10.1080/01449290410001715723]
  • Dionisio, J. D. N., Burns III, W. G., and Gilbert, R.(2013), 3D virtual worlds and the metaverse: Current status and future possibilities, ACM Computing Surveys(CSUR), 45(3), pp.1-38. [https://doi.org/10.1145/2480741.2480751]
  • Duan, H., J. Li, S. Fan, Z. Lin, X. Wu, and W. Cai(2021), “Metaverse for Social Good: A University Campus Prototype,” Proceedings of the 29th ACM International Conference on Multimedia, pp.1-9. [https://doi.org/10.1145/3474085.3479238]
  • Dul, J.(2021), Necessary Condition Analysis, R Package Version 3(1). [https://doi.org/10.4337/9781788976954.00008]
  • Dul, J.(2016), Necessary condition analysis (NCA) logic and methodology of “necessary but not sufficient” causality, Organizational Research Methods, 19(1), pp.10-52. [https://doi.org/10.1177/1094428115584005]
  • Dul, J., Van Der Laan, E. and Kuik, R.(2020), “A statistical significance test for necessary condition analysis,” Organizational Research Methods, 23, pp.385-395. [https://doi.org/10.1177/1094428118795272]
  • Dul, J., Vis, B. and Goertz, G.(2018), “Necessary condition analysis (NCA) does exactly what it should do when applied properly,” Sociological Methods and Research, 50(2), pp.926-936. [https://doi.org/10.1177/0049124118799383]
  • Eastin, M. S. and LaRose, R.(2000), “Internet Self-Efficacy and the Psychology of the Digital Divide,” Journal of Computer-Mediated Communication, 6(1). [https://doi.org/10.1111/j.1083-6101.2000.tb00110.x]
  • Ellen, P. S., Bearden, W. O., & Sharma, S.(1991), Resistance to technological innovations: an examination of the role of self-efficacy and performance satisfaction, Journal of the Academy of Marketing Science, 19(4), pp.297-307. [https://doi.org/10.1007/BF02726504]
  • Fornell, C., & Larcker, D. F.(1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), pp.39-50. [https://doi.org/10.1177/002224378101800104]
  • Gilbert, R. L.(2011), The prose (psychological research on synthetic environments) project: Conducting in-world psychological research on 3d virtual worlds, Journal For Virtual Worlds Research, 4(1). [https://doi.org/10.4101/jvwr.v4i1.2108]
  • Go, Sun-Young, Jeong, Gyun, Jeong, Jong-In, & Shin, Hyeok-Tae(2021), The concept and development direction of metaverse, Korea Information Processing Society Review, 28(1), pp.7-16.
  • Guo, J., & Chow, A.(2008), Virtual money systems: A phenomenal analysis, In 2008 10th IEEE Conference on E-Commerce Technology and the Fifth IEEE Conference on Enterprise Computing, E-Commerce and E-Services, IEEE, pp.267-272. [https://doi.org/10.1109/CECandEEE.2008.91]
  • Guthrie, K. L., Phelps, K., & Downey, S.(2011), Virtual worlds: A developmental tool for leadership education. Journal of Leadership Studies, 5(2), pp.6-13. [https://doi.org/10.1002/jls.20214]
  • Hair, J. F., & Lukas, B.(2014), Marketing research, (Vol.2), McGraw-Hill Education.
  • Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson(2010), Multivariate Data Analysis, Englewood Cliffs, NJ: Prentice-Hall.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M.(2014), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Thousand Oaks, CA: Sage.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M.(2017), A primer on partial least squares structural equation modeling (PLS-SEM) 2nd ed, Sage publications.
  • Han, Sang-Lin and An, Myoung-a(2019), Analysis of User Telepresence and Behavioral Intention in Virtual Reality Shopping Environment, Journal of Channel and Retailing, 24(1), pp.51-71. [https://doi.org/10.17657/jcr.2019.1.31.3]
  • Henseler, J., Ringle, C. M. and Sinkovics, R. R.(2009), “The Use of Partial Least Squares Path Modeling in International Marketing,” Advances in International Marketing, 20, pp.277-319. [https://doi.org/10.1108/S1474-7979(2009)0000020014]
  • Hirschman, E. C.(1980), Innovativeness, novelty seeking, and consumer creativity, Journal of Consumer Research, 7(3), 283-295. [https://doi.org/10.1086/208816]
  • Hong, Su Ji, Han, Sang-Lin(2020), A Study of the Effect of Shopping Experience in Virtual Reality and Augmented Reality on Consumer Decision Making: Analysis of Mediating Effect of Perceived Value, Korea Business Review, 24, pp.173-187. [https://doi.org/10.17287/kbr.2020.24.0.173]
  • Jeon, Suyeon and Nam, Yoonjae(2020), Effects of augmented reality application for e-commerce on user satisfaction and purchase intention? Focusing on experience economy theory, PDA, and cognitive characteristics, The Journal of Internet Electronic Commerce Research, 20(3), pp.73-86. [https://doi.org/10.37272/JIECR.2020.06.20.3.73]
  • Karwowski, M., Dul, J., Gralewski, J., Jauk, E., Jankowska, D. M., Gajda, A., Chruszczewski, M. H. and Benedek, M.(2016), “Is creativity without intelligence possible? A necessary condition analysis,” Intelligence, 57, pp.105-117. [https://doi.org/10.1016/j.intell.2016.04.006]
  • Kim, Ahyun, Kim, Yong Jin and Kim, Sang Soo(2022), A Comparative Study on User Perception by Metaverse Worldview Using SPICE, Knowledge Management Research, 23(2).
  • Kim, H. W., H. C. Chan, and S. Gupta(2007), “Value-based adoption of mobile internet: an empirical investigation,” Decision Support System, 43, pp.111-126. [https://doi.org/10.1016/j.dss.2005.05.009]
  • Kim, Sang-Gyun(2020), The Metaverse: A World of Digital Globe-Trotting Things, Plan B Design.
  • Kim, Sang-Gyun and Shin, Byung-Ho(2021), Metaverse New Opportunities, Vega Books.
  • Kim, Seung Beom and Lee, Hyoung-Yong(2023), A study of the impact of Metaverse attributes on intention to use - based on the Extended Technology Acceptance Model, Journal of Intelligence and Information Systems, 29(2), pp.149-170.
  • Koo, Ja-Hyun, Chang-Keun, Park, Ji-Hye, Park, So-Hyun, Lee, Ga-Young, Lim, Hyun-Do and Yoon, Min-Seop(2021), Understanding the Metaverse Industry and Policy Issues, Service Economy Research Series.
  • Lee, Byong-Kwon(2021), The Metaverse World and Our Future, The Korea Contents Association Review, 19(1), pp.13-17.
  • Lee, Dongseon, Choi, Jeongil & Kang, Juyoung(2021), A Study on the Factors Affecting the Intention to Use VR-based Digital Content Subscription Service, Korea Business Review, 25(2), pp.135-162. [https://doi.org/10.17287/kbr.2021.25.2.135]
  • Lee, J. H.(2021), The status and future of the metaverse, KISO Journal, 43, pp.17-22.
  • Lee, L., T. Braud, P. Zhou, L. Wnag, D. Xu, Z. Lin, A. Kumar, C. Bermejo. and P. Hui(2021), “All One Needs to Know about Metaverse: A Complete Survey on Technological Singularity, Virtual Ecosystem, and Research Agenda,” Journal of Latex Class Files, 14(8), pp.1-66.
  • Lee, Sang-Gun(2005), An Empirical Study on Mobile Technology Adoption based on the Technology Acceptance Model and Theory of Planned Behavior, Information Systems Review, 7(2), pp.61-84
  • McKerlich, R., Riis, M., Anderson, T., & Eastman, B.(2011), Student perceptions of teaching presence, social presence, and cognitive presence in a virtual world, MERLOT Journal of Online Learning and Teaching, 7(3), pp.324-336
  • McMillan, S. J. & Hwang, J. S.(2002), Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity, Journal of Advertising, 31(3), pp.29-42. [https://doi.org/10.1080/00913367.2002.10673674]
  • Noor, A. K.(2010), Potential of virtual worlds for remote space exploration, Advances in Engineering Software, 41(4), pp.666-673. [https://doi.org/10.1016/j.advengsoft.2009.12.013]
  • Oh, Ji-Hee(2021), A Study on Factors Affecting the Intention to Use the Metaverse by Applying the Extended Technology Acceptance Model(ETAM): Focused on the Virtual World Metaverse, Journal of the Korea Contents Association, 21(10), pp.204-216.
  • Park, Sunkyung and Kang, Yoon Ji(2021), A Study on the intentions of early users of metaverse platforms using the Technology Acceptance Model, Journal of Digital Convergence, 19(10), pp.275-285.
  • Park, S. M., and Km, Y. G.(2022), “Metaverse: Taxonomy, Components, Applications, and Open Challenges,” IEEE Access, 10, pp.4209-4251. [https://doi.org/10.1109/ACCESS.2021.3140175]
  • Park, T-Y. & Nam, J-W.(2017), The effects of perceived interactivity on information acceptance in mobile health information service, Journal of the Korean Society for Information Management, 34(3), pp.151-177.
  • Qiao, Rongrong and Han, Dongsoong(2019), A Study on the Reuse Intention of Virtual Reality(VR) Content Using Technology Acceptance Model, Journal of Korea Game Society, 19(5), pp.115-131. [https://doi.org/10.7583/JKGS.2019.19.5.115]
  • Richman, C.(2020), What is the Metaverse, and why does it need a social layer? https://clink.social/what-is-the-metaverse/
  • Richter, N. F., Schubring, S., Hauff, S., Ringle, C. M., Sarstedt, M.(2020), When Predictors of Outcomes are Necessary: Guidelines for the Combined use of PLS-SEM and NCA, Industrial Management & Data Systems, 120(12), pp.2243-2267. [https://doi.org/10.1108/IMDS-11-2019-0638]
  • Shah, R. and Goldstein, S. M.(2006), Use of Structural Equation Modeling in Operations Management Research: Looking Back and Forward, Journal of Operations Management, 24, pp.148-169. [https://doi.org/10.1016/j.jom.2005.05.001]
  • Shin, H.(2021), A Study on the Perceived Value of Social VR Contents and Consumer Acceptance Intention - Focused on the Moderating Effects of Character Attributes, doctoral dissertation.
  • Son, Hyun-Jung, Lee, Sang-Won and Cho, Moon-Hee(2014), Influential Factors of College Students’ Intention to Use Wearable Device - An Application of the UTAUT2 Model, Korean Journal of Communication & Information, 68(4), pp.7-33.
  • Sweeney, Jillian C and Soutar, Geoffrey N.(2001), Consumer perceived value: The development of a multiple item scale, Journal of Retailing, 77(2), pp.203-220 [https://doi.org/10.1016/S0022-4359(01)00041-0]
  • Tasa, U. B., & Görgülü, T.(2010), Meta-art: Art of the 3-D user-created virtual worlds, Digital Creativity, 21(2), pp.100-111. [https://doi.org/10.1080/14626261003786251]
  • Van Der Valk, W., Sumo, R., Dul, J. and Schroeder, R. G.(2016), “When are contracts and trust necessary for innovation in buyer-supplier relationships? A Necessary Condition Analysis,” Journal of Purchasing and Supply Management, Vol. 22, pp.266-277. [https://doi.org/10.1016/j.pursup.2016.06.005]
  • Venkatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D.(2003), User acceptance of information technology: Toward a unified view, MIS Quarterly, pp.425-478. [https://doi.org/10.2307/30036540]
  • Xi, N., and J. Hamari(2021), “Shopping in Virtual Reality: A Literature Review and Future Agenda,” Journal of Business Research, 134, pp.37-58. [https://doi.org/10.1016/j.jbusres.2021.04.075]
  • Zhang, Y. G., Y. D. Mandy, and C. Hsinchun(2020), “An Explorative Study on the Virtual World: Investigating the Avatar Gender and Avatar Age Differences in their Social Interactions for Help-Seeking,” Information Systems Frontiers, 22(4), pp.911-925. [https://doi.org/10.1007/s10796-019-09904-2]

∙ The author Seung Beom Kim is currently a senior consultant at ITCG, a consulting firm for small and medium-sized enterprises. He holds a bachelor's and master's degree in business administration from Korea University. He is currently a PhD candidate at Hansung University. His research interests include franchising, adoption of IT services such as metaverse, and ESG.

∙ The author Hyoung-Yong Lee is currently a professor in school of management at Hansung University and received a bachelor's degree in Economics from Sungkyunkwan University and a master's and doctoral degree in management engineering from KAIST. The author's main research interests include Behavioral Intention on IT/Startup, Virtual community, Trust, Financial Fraud Detection, and Accounting Auditing.