대학생들의 Ifland 이용 동기가 만족도 및 지속적 사용의도에 미치는 영향: 혁신성의 조절효과를 중심으로

초록

This study empirically examined the influence of motivation for using the metaverse virtual community Ifland on satisfaction and intention to continue usage, as well as the moderating effect of innovativeness. Specifically, the study identified the motivations for using Ifland among its users and analyzed their relationships with satisfaction and intention to continue usage. For this purpose, a survey was conducted targeting 303 university students who had experience using Ifland.The results of the study are as follows: Firstly, the motivations for using Ifland were identified as entertainment and relaxation, information-seeking, social interaction, and self-expression motives. All of these motivations were found to have a significant impact on user satisfaction. Secondly, satisfaction with Ifland was found to influence intention to continue usage. Thirdly, innovativeness was found to moderate the relationship between entertainment and relaxation motives and satisfaction, and it was confirmed to play a moderating role between satisfaction and intention to continue usage.

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