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메타버스 서비스 특성요인, 플랫폼 신뢰 및 사용만족도와 중국 MZ세대의 지속적 사용의도 간의 구조관계 연구: 제페토 월드와 아바타 서비스를 중심으로
윤연기(Yan-Qi Yin),장성갑(Surng-Gahb Jahng) 한국디지털콘텐츠학회 2023 한국디지털콘텐츠학회논문지 Vol.24 No.12
This study aimed to investigate the relationship between the characteristics of ZEPETO World and Avatar Service on the Metaverse platform, trust in and satisfaction with the platform, and intention to continue using the platform. A survey was used as a structural equation analysis method. First, among the service characteristics that affect the use of ZEPETO World and Avatar Service, realism, playfulness, and usefulness were found to have a significant definitive effect on satisfaction. Second, satisfaction was found to have a significant effect on the intention to continue using the platform. Third, the indirect effect of platform trust in the process from satisfaction to continued usage intention was measured as 0.119, and the mediating effect of platform trust was significantly confirmed.