본 연구의 목적은 메타버스를 활용한 체험경제 요인이 신기술을 반영한 광고 수용의도에 미치는 영향을 검증하는 것이다. 연구대상은 G광역시와 J도에 소재하며 메타버스 경험자를 대상으로 하였고, 설문조사는 2022년 8월 1일부터 9월 10일까지 비대면으로 150명이 참여하였다. 분석방법은 빈도분석, 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석, 3단계 매개회귀분석으로 하였다. 결론은 다음과 같다. 첫째, 메타버스 체험이 광고 수용의도에 미치는 영향력은관계적 체험, 교육적 체험, 일탈적 체험 순으로 나타났다. 둘째, 메타버스의 관계적 체험과 교육적 체험은 메타버스 유용성을 부분매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 셋째, 메타버스의 관계적 체험과 교육적 체험은 메타버스 현존감을 부분매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 또한 메타버스의 일탈적 체험은 메타버스 현존감을 완전매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 넷째, 메타버스의 일탈적 체험은 메타버스 사용용이성을 완전매개로 하여 광고 수용의도에 영향을 미치는 것으로 나타났다. 이러한 연구를 통하여메타버스의 다양한 플랫폼을 활용한 광고 시장에서 새로운 플랫폼 구축에 기여하길 기대한다.
The purpose of this study is to verify the effect of experiential economy factors using metaverse on the intention to accept advertisements reflecting new technologies. The subjects of this study were those located in G Metropolitan City and J Province, and those who experienced metaverse. From August 1 to September 10, 2022, 150 people participated in the survey without face-to-face. Analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and three-step mediated regression analysis. The conclusion is as follows. First, the influence of metaverse experience on advertisement acceptance intention was shown in the order of relational experience, educational experience, and escapist experience. Second, it was found that the relational and educational experiences of metaverse partially mediate metaverse usefulness and affect the advertisement acceptance intention. Third, it was found that the relational and educational experiences of the metaverse partially mediate the metaverse presence and affect the advertisement acceptance intention. Also, it was found that the metaverse's escapist experience completely mediates the metaverse's presence and affects the advertisement acceptance intention. Fourth, it was found that the escapist experience of metaverse completely mediates the ease of use of metaverse and affects the advertisement acceptance intention. It is expected that this study will contribute to the construction of a new platform in the advertising market using various platforms of metaverse.
A.R.Moon, H.K.Lee, S.Y.Park, S.M.Jeong, D.B.Lee, S.Y.Kang and K.S.Park, Metaverse and eXtended Reality: Socioeconomic Perspective for Future, Korea Information Society Development Institute, 2021.
PWC, Seeing is Believing, www.pwc.com., 2019.
E.K.Park, J.W.Kim, B.Ryu and G.Y.Yoon, Metaverse, The Next Stop for China's Digital Economy, Korea Trade-Investment Promotion Agency, 2022.
J.H.Shin, Changes in the Advertising Market in the Digital Environment, Korea Information Society Development Institute, 2022.
B.J.Pine and J.H.Gilmore, “Welcome to the Experience Economy,” Harvard Business Review, Vol.76, No.4, pp.97-105, 1998.
H.Oh, A.M.Fiore and M.Jeong, “Measuring Experience Economy Concepts: Tourism Applications,” Journal of Travel Research, Vol.46, No.2, pp.119-132, 2007.
K.Whang, J.Y.Kwon and O.B.Kwon, “A Study on Factors Affecting the Intention to Continue to Visit the Virtual World-Type Metaverse,” KMIS International Conference: Digital Inclusion in Post Pandemic Era, pp.43-46, 2021.
C.Y.Jeong, I.S.Kim and Y.T.Kim, “Investigating Crucial Experiential Factors of Experience Economy in Maximizing Vividness of Cruise Tourism and Its Impact on Loyalty,” Tourism and Leisure Research, Vol.28, No.1, pp.173-191, 2016.
S.Y.Lim, “The Relationship on Sport Values and Continuous Participation Intention of the Dance for All Participants according to Experience Economics Theory: Focused on the Aesthetic Understanding in Sports,” Graduate School of Kyunghee University, Doctoral Dissertation, 2018.
E.J.Bae, “The Effect of Virtual World Metaverse Experience Factors on Behavioral Intention through Presence and Satisfaction: Focused on the Generation Z Metaverse Users,” Graduate School of Sungkyunkwan University, Master's Thesis, 2022.
D.W.Ko and S.S.Park, “The Effects of Jeju Tourists’Experience on Memory and Behavioral Intention,”International Journal of Tourism and Hospitality Research, Vol.32, No.1, pp.33-46, 2018.
S.M.Yoon and C.K.Lee, “Response of Visitor for Local Festival toward Satisfaction, Trust, and Support, Based on the Perspective of Experiential Marketing,”Seoul Studies, Vol.18, No.4, pp.53-67, 2017.
B.K.Yoon, “Study on Decision-Making of Tourists for the Oriental Medicine Experience: Around 4Es and MGB Theory,” International Journal of Tourism and Hospitality Research, Vol.31, No.2, pp.47-62, 2017.
B.H.Schmitt, “Experiential Marketing,” Journal of Marketing Management, Vol.15, pp.53-67, 1999.
J.J.Brakus, B.H.Schmitt and L.Zarantonello, “Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?,” Journal of Marketing, Vol.73, No.3, pp.52-68, 2009.
J.S.Ryu, “The Structural Relationship between Surfer's Experience based on Experience Economy Theory and Customer Behavior Intention,” Graduate School of Myongji University, Doctoral Dissertation, 2020.
D.H.Ha, “Experience on Theme Park: Pine &Gilmore`s Experience Economy Perspective,” Journal of Photo Geography, Vol.19, No.1, pp.37-47, 2009.
K.S.Han and J.H.Cho, “The Effect of Presence and Engagement in HMD(Head Mounted Display) Virtual Reality Advertising on Attitude and Memory,” Journal of the Korea Convergence Society, Vol.10, No.6, pp.139-146, 2019.
B.Reeves and C.Nass, The Media Equation: How People Treat Computers, Television and New Media Like Real People and Places, New York: Cambridge University Press, 1996.
B.K.Kye, “Investigation on the Relationships among Media Characteristics, Presence, Flow, and Learning Effects in Augmented Reality based Learning,”Graduate School of Ewha Women University, Doctoral Dissertation, 2007.
F.D.Davis, “Perceived Usefuleness, Ease of Use, and The User Acceptance of Information Technology,”MIS Quarterly, Vol.13, No.3, pp.319-340, 1989.
S.W.Shim, “The Study on Interactive TV's Advertising Acceptance: FIow, Interactivity, and TAM2 Model,”Advertising Research, No.83, pp.63-97, 2009.
D.S.Youm and H.D.Kim, “Effects of Use Motivation, Perceived Attributes and Audience Innovation for Mobile LBA on Intentions for Continuous Use,”Journal of Korea Society of Visual Design Forum, Vol.47, pp.53-63, 2015.
L.Y.Chen, C.C.Wu and T.L.Li, “Utilizing the Technology Acceptance Model to Explore the Effects of Mobile Advertising on Purchase Intention,”International Journal of Research in Management &Technology, Vol.4, No.5, pp.208-213, 2014.
J.K.Lee, “The Effects of Advertising Perceptions and Technology Acceptance Model on the Phased Influences of Podcast Advertising : with a Focus on the Search and Purchase Intention for Products in Podcast Ads,” Journal of Outdoor Advertising Research, Vol.14 No.1, pp.19-34, 2017.
Y.J.Park, “Study on Innovation TV' Advertising Acceptance Effectiveness,” Graduate School of Korea University, Master's Thesis, 2013.
K.Y.Lee and S.H.Kim, “A Study on the Role of Involvement and Cognitive Needs as Coordinating Variables in Internet Banner Advertising Information Processing Process,” Advertising Research, No.52, pp.73-90, 2001.
S.K.Kang, “The Influence of Virtual Experiential Marketing on Customer Attitude and Purchase Intention,” Graduate School of Gachon University, Doctoral Dissertation, 2014.
S.Y.Lim, “The Structural Relationship on Sport Values and Continuous Participation Intention of the Dance for all Participants based on the 4 Experience Economy Theory,” Korean Journal of Sport Science, Vol.31, No.2, pp.330-348, 2020.
D.C.Ahn, “An Exploratory Investigation into the Drivers of Intentions to Adopt IPTV Advertising Based on a Modified Technology Acceptance Model,”Consumer Policy and Education Review, Vol.7 No.3, pp.27-52, 2011.
J.S.Lee and M.YLee, “Examining Factors Affecting the Intention to Use IP-TV with the Extended Technology Acceptance Model(TAM),” Broadcasting &Communacation, Vol.7, No.1, pp.100-190, 2006.
W.S.Cha, “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, Vol.20 No.11, pp.2131-2140, 2019.
B.G.Witmer and M.J.Singer, “Measuring Presence in Virtual Environments: A Presence Questionnaire,”Presence: Teleoperators and Virtual Environments, Vol.7, No.3, pp.225-240, 1998.
J.E.Chung, “Examining the Relationships among the Hanok Experience’s Perceived Value, Satisfaction and Behavioral Intention: by the Theory of Experience Economy(4Es),” Graduate School of Kyunghee University, Master's Thesis, 2018.
J.H.Park and J.H.Yoon, “The Effect of Tourists’ Satisfaction and Behavioral Intention on the Experience Economy Constructions of Mobile Applications Using Augmented Reality Technology,” Journal of Tourism Sciences, Vol.43 No.1, pp.37-53, 2019.
V.Venkatesh and F.D.Davis, “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, Vol.46, No.2, pp.186-204, 2000.
M.Fishbein and I.Ajzen, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Cambridge, MA, 1975.
R.M.Baron and D.A.Kenny, “The Moderate-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic and Statistical Considerations,”Journal of Personality and Social Psychology, Vol.51, pp.1173-1182, 1986.