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A Study on the Impact of Metaverse Experience Factors on the Intention to Continue Use Based on the Experience Economy Theory

Author

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  • Sungbae Kang

    (Dongguk University WISE)

Abstract

In the era of digital transformation, as the real world and the virtual world merge, the metaverse is receiving attention as a new future value-added industry. The metaverse is not limited to a specific industry, but provides innovative spaces and differentiated value across various industries and society as a whole. This study aims to explore the relationships between metaverse experiences, perceptions, and behaviors using the theory of the experience economy. To achieve this, the study employed structural equation modeling to test hypotheses, and conducted surveys and statistical analyses with 191 participants. The results showed that entertainment, education, escapist, and esthetic experiences have a positive impact on perceived value, and perceived value significantly influences the intention to continue using. Therefore, the study identified the metaverse's experiential elements and found that valuing the metaverse experience positively influences continued usage intentions, offering relevant implications.

Suggested Citation

  • Sungbae Kang, 2025. "A Study on the Impact of Metaverse Experience Factors on the Intention to Continue Use Based on the Experience Economy Theory," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77975-6_18
    DOI: 10.1007/978-3-031-77975-6_18
    as

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