Effects of Metaverse Participants Interactivity and Experience Value on Continuous Use Intention

Purpose: Contrary to the growth of Metaverse expanding through the generation MZ, research on the continuous use intention of consumer behavior is limited. This study aims to reveal the relation between the impact and the continuous use intention the interactivities among humans in the Metaverse has in terms of a consumer experiential value(economic, service, and educational). Through this study, we analyze consumer behavior within Metaverse and expand the theory. Research design, data, and methodology: This study had conducted an exploratory factor analysis and confirmatory factor analysis to analyze the reliability and validity of the measurement items through SPSS21.0 and AMOS20.0. For verifying the research hypothesis, the goodness of fit test and hypothesis of the research model were verified using AMOS20.0 and presented the results. Results: The result showed that the interaction within the Metaverse has a positive(+) impact in terms of an experience value and also offered the extent of its influence through economic value and educational value. The experience value with the highest positive(+) impact on the continuous use intention of Metaverse was identified as an economic value. At the same time, the service value also significantly affected it. However, the educational value does not influence the intention to continuous using the Metaverse, reconfirming previous research findings that there is a limit to expect on the educational value in the Metaverse. Finally, the study also revealed that the interactivity within the metaverse affects the continuous use intention. Implications: As a result, confirmed the influence and relationship between the interactivity and experience value of consumers who are participating in the newly introduced environment, or the Metaverse, and suggested ways to enhance the economic value and service value in order to amplify the continuous use intention the Metaverse.