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메타버스 쇼핑 이용 의도에 영향을 미치는 요인에 관한 연구: S-O-R 모델을 기반으로
Factors Affecting User Intention towards Metaverse Shopping: An Application of the S-O-R model 원문보기

지능정보연구 = Journal of intelligence and information systems, v.29 no.2, 2023년, pp.303 - 321  

진유정 (경기대학교 글로벌경영대학원) ,  김은진 (경기대학교 경영학부)

초록
AI-Helper 아이콘AI-Helper

메타버스 쇼핑은 새로운 형태의 소셜커머스로 최근 그 중요도가 높아지고 있다. 이에 본 연구는 S-O-R 모델을 기반으로 메타버스 쇼핑의 사용자 이용 의도에 영향을 미치는 요인을 분석하는 것을 목표로 한다. 본 연구의 결과는 텔레프레즌스, 엔터테인먼트, 개인화 추천 및 사회적 상호작용이 메타버스 쇼핑에서의 플로우 경험과 만족도에 유의미한 영향을 미치는 요인임을 보여주고 있다. 또한, 만족도와 플로우 경험은 사용자 이용 의도에 유의미한 영향을 주는 것으로 파악되었다. 이를 통해 본 연구는 메타버스 쇼핑의 사용자 경험 개선과 사용자 이용 의도 증대를 위한 실무적 시사점을 제시한다.

Abstract ▼ AI-Helper 아이콘AI-Helper

Metaverse shopping has emerged as a new phenomenon in social commerce. This study aims to investigate the user experience of metaverse stores shopping based on the S-O-R model. The results of the study show that telepresence, entertainment, personalized recommendation, and social interaction have si...

주제어

#메타버스   #S-O-R 모델   #텔레프레즌스   #엔터테인먼트   #개인화 추천   #사회적 상호작용  

표/그림 (6)

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