Does the Experience of Using Metaverse Affect the Relationship between Social Identity, Psychological Ownership, and Engagement?

초록

This research aims to explore the factors that contribute to the formation of social identity within virtual communities in the metaverse from both social and technological perspectives. To achieve these objectives, this research examined the perceived presence, social identity, and psychological ownership of community members within the context of the metaverse and investigated their structural relationships. Hypothesis testing was conducted using AMOS 22.0 to validate the structural model analysis. The results of this study revealed that the technological elements of the metaverse platform and the social factors within the community were significantly related to perceived presence and social identity. Both factors were found to have a positive impact on community engagement intent. Furthermore, moderated effect of usage time was also significant. By identifying the factors influencing social identity among metaverse users and examining their impact on member engagement behavior, this research expands the existing knowledge in the field of metaverse-related studies.

키워드