메타버스 플랫폼의 기술수용이 사용자의 플랫폼 만족과 행동의도에 미치는 영향: 공연예술산업의 UTAUT 모형을 중심으로

• Published in: 무역연구, 20(3) pp. 119 - 139
• Main Author: 장소영
• Format: Journal Article
• Language: Korean
• Published: 한국무역연구원 01.06.2024
• Subjects: 무역학
• ISSN: 1738-8112; 2384-1958
• DOI: 10.16980/jitc.20.3.202406.119

Purpose – The purpose of this study is to analyze the moderating effect of digital natives in the relationship between technology acceptance, user platform satisfaction, and the behavioral intention of the Metaverse platform targeting the performing arts industry. Design/Methodology/Approach – To analyze the reliability and validity of research variables such as technology acceptance, user platform satisfaction, and behavioral intention included in the conceptual research model of this study, EFA and CFA analyses were performed, and possible moderating effects in the relationship between technology acceptance, user platform satisfaction, and behavioral intention were verified. A structural equation model was utilized to verify the research model and the possibilities. Findings – According to the research results, first, the second generation of digital natives had a higher technology acceptance of the Metaverse platform than the first generation, and user platform satisfaction played a mediating role in the relationship between technology acceptance and behavioral intention. Second, for the first generation of digital natives, among Metaverse technology acceptance factors, performance expectations and social influence had a significant positive influence on user platform satisfaction. Third, among the metaverse technology acceptance factors for the second generation of digital natives, performance expectations, effort expectations, promotion conditions, and social influence had a significant positive effect on user platform satisfaction. Research Implications – The proportion of the second generation digital natives, which have utilized digital environments such as computers, mobile devices, the Internet, and MP3s from birth, is gradually increasing in the performing arts industry, and the development of performing arts content based on the metaverse and the performing arts platform is a result. This study presents policy and practical implications for the revitalization of the performing arts industry. KCI Citation Count: 1