KOREASCHOLAR

RESEARCH ON THE INFLUENCE OF USEFULNESS AND USABILITY OF METAVERSE SITUATIONAL PERCEPTION ON BRAND EXPERIENCE BASED ON SOCIAL PRESENCE

Xiaolei Yu, Xuxiang Cheng, Kyung Hoon Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422077
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.94
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on the metaverse situation, this paper explores the influence of perceived usefulness and usability on brand experience. The brand experience include two dimensions of sensory experience and behavioral experience. And then, based on 329 valid data collected through online experiment, it makes an empirical analysis by structural equation model and hierarchical regression. Results show that, metaverse situational perceived usefulness and usability have significant effects on customer sensory experience and behavioral experience, and sensory experience plays a mediating role in the effects of usefulness and usability on behavioral experience. Social presence plays a positive moderating role in the influence path of usefulness and usability on sensory experience and behavioral experience.

Keyword
MetaverseUsefulnessUsabilitySensory/behavioral experienceSocial presence
Author
  • Xiaolei Yu(Business School of Henan University, China)
  • Xuxiang Cheng(Business School of Henan University, China)
  • Kyung Hoon Kim(Changwon National University, Republic of Korea)