Factors affecting the intention to continue to visit the virtual world metaverse Online publication date: Wed, 02-Oct-2024
by Kyunghwa Hwang; Ohbyung Kwon
International Journal of Mobile Communications (IJMC), Vol. 24, No. 4, 2024
Abstract: A metaverse is a virtual shared space connected to the real world, an alternative reality that enables economic activities, exchanges, and transactions as well as formation of relationships between user avatars and non-player characters (NPCs). Initial experiences of the metaverse were not very satisfactory; new virtual world metaverses may or may not survive as information services or platforms. The purpose of this empirical study is to identify the characteristics of a virtual world metaverse and their effects on intention to continue usage of the platform. Considering the metaverse as a new type of user experience and a powerful mode of communication, we examine the mediating role of these characteristics according to Pine and Gilmore's (1998) experience economy theory, which enriches our understanding of the factors affecting the success of a metaverse. In addition, since social interaction is important in metaverses, we extend Pine and Gilmore's experience economy model by including Schmitt's (2011) relate experience for better understanding.
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