Metaverse Users' Purchase Intention in Second Life

Yıl 2024, Cilt: 4 Sayı: 1, 84 - 93, 30.06.2024

Beste Demirci , Eda Yaşa Özeltürkay , Murat Gülmez

https://doi.org/10.57019/jmv.1423387

Öz

The Metaverse is a regenerated digital environment that fully immerses people in a virtual world experience. It is often referred to as the "internet of the future" and has drawn the interest of businesses and academics as well. An analysis was carried out utilizing Second Life as a platform in order to investigate this idea and comprehend consumers' motivations to purchase. 267 valid responses to a web-based survey using judgment and convenience sampling were obtained. The collected data was analyzed using SPSS 20 to assess the validity and reliability of the seven-dimension Technology Acceptance Model. Multiple regression modeling, validity and reliability analyses, and descriptive statistics have been carried out. The study's other hypotheses, such as the benefits of telepresence on trust, perceived usefulness, and enjoyment; perceived ease of use on perceived usefulness; perceived usefulness on attitudes; trust on attitudes; perceived social presence on trust and enjoyment; and enjoyment on attitudes in Second Life, were supported by the findings, even though the hypothesis that perceived social presence positively influenced perceived usefulness in Second Life was not supported. This research provides insights into the Metaverse and its users' virtual product purchase intentions, shedding light on its potential impact on future internet experiences.

Anahtar Kelimeler

metaverse, second life, virtual worlds, extended technology acceptance model

Destekleyen Kurum

Cag university

Proje Numarası

2022-1-1

Teşekkür

Cag University

Kaynakça

• N. G. Narin, “A content analysis of the metaverse articles”. Journal of Metaverse 2021, 1(1), 17-24.
• Kuznetcova, I.; Glassman, M. Rethinking the use of Multi-User Virtual Environments in education. Technology, Pedagogy and Education 2020, 1-17. doi:10.1080/1475939X.2020.1768141
• Demirbağ, İ. Üç boyutlu sanal dünyalar. Açıköğretim Uygulamaları ve Araştırmaları Dergisi 2020, 6(4), 97-112.
• Gül, L. M. İşbirlikçi mimari tasarım eğitiminde sanal dünya kullanımı. METU JFA 2011, 25(2), 255-267. doi: 10.4305/METU.JFA.2011.2.14
• Bayraktar, E.; Kaleli, F. Sanal gerçeklik uygulama alanları. Akademik Bilişim, 2007, 1-6.
• Tuten, T. Real world experience, virtual world environment: the design and execution of marketing plans in Second Life. Marketing Education Review 2009, 19(1), 1-5. doi: 10.1080/10528008.2009.11489053
• Oxford Analytica. Metaverse holds unknowable societal risks. Emerald Expert Briefings 2022. https://doi.org/10.1108/OXAN-DB267012
• Gent, E. Lessons from a Second Life > before meta, Philip Rosedale created an online universe, IEEE Spectrum 2022, 59(1), 19-19. doi: 10.1109/MSPEC.2022.9676346
• Kim, J. Advertising in the metaverse: research agenda. Journal of Interactive Advertising 2021, 21(3), 141-144. doi: 10.1080/15252019.2021.2001273
• Gadekallu, T. R.; Huynh-The, T.; Wang, W.; Yenduri, G.; Ranaweera, P.; Pham, Q.; Costa, D. B.; Liyanage, M. Blockchain for the metaverse: a review. arXiv 2022, Cornell University. doi: 10.48550/ARXIV.2203.09738
• Mystakidis, S. Metaverse. Encyclopedia 2022, 2(1), 486-497. doi: 10.3390/encyclopedia2010031
• Arı, G. A case study on marketing activities of nonprofit organizations in virtual world: second life-live and learn in Kenya “feed a smile example”. Master's thesis, Çağ University, Mersin, 2018.
• Lee, U.-K.; Kim, H. UTAUT in Metaverse: an “Ifland” case. Journal of Theoretical and Applied Electronic Commerce Research 2022, 17, 613-635. https://doi.org/ 10.3390/jtaer17020032
• Çetinkaya, S. Covid-19 döneminde sanal dünyalarin kâr amaci gütmeyen organizasyonlar üzerindeki etkisi: Second Life örneği. Master's thesis, Çağ University, Mersin, 2021.
• Council of the European Union. Metaverse – virtual world, real challenges. Analysis and Research Team. Available online: https://www.consilium.europa.eu/media/54987/metaverse-paper-9-march-2022.pdf (accessed on June 20, 2022).
• European Parliament. Metaverse-opportunities, risks and policy implications. Available online: https://www.europarl.europa.eu/RegData/etudes/BRIE/2022/733557/EPRS_BRI(2022)733557_EN.pdf (accessed on June 20, 2022).
• Wyld, D. C. Managing in the virtual world: How Second Life is rewriting the rules of “real life” business. Advanced Techniques in Computing Sciences and Software Engineering 2009, 123–128. doi:10.1007/978-90-481-3660-5_21
• Virtual: meaning in the Cambridge English Dictionary. Available online: https://dictionary.cambridge.org/dictionary/english/virtual
• Furber, M. Ethics & virtual worlds. Tabah Analytic Brief 2009, Tabah Foundation.
• Bartle, R. A. Designing virtual worlds. New Riders Games 2003.
• Guo, Y.; Barnes, S. Virtual item purchase behavior in virtual worlds: an exploratory investigation. Electron Commer Research 2009, 9, 77-96. doi: 10.1007/s10660-009-9032-6
• Hassouneh, D.; Brengman, M. Shopping for virtual products in social virtual worlds: does user gender matter? In Proceedings of the 11th International conference on business, education, humanities and social sciences studies, Istanbul, Turkey, May 2018. https://doi.org/10.17758/EARES1.EAP0518414
• Atherton, A. Philip Rosedale. In: The Rise of Virtual Communities. Apress 2023, Berkeley, CA. https://doi.org/10.1007/978-1-4842-9297-6_5
• Bonsu, S. K.; Darmody, A. Co-creating Second Life: market-consumer cooperation in contemporary economy. Journal of Macromarketing 2008, 28(4), 355–368. doi:10.1177/0276146708325396
• Zhang, D.; Shrestha, P. Doing business in Second Life: e-commerce in 3D online environment. International Journal of Electronic Business 2010, 8(2), 148-169. doi:10.1504/IJEB.2010.032092
• Barnes, S. J.; Mattsson, J. Exploring the fit of real brands in the Second Life virtual world. Journal of Marketing Management 2011, 27(9), 934-958. doi: 10.1080/0267257X.2011.565686
• Yurttaş, Ö. U. Sosyal medya ortamı olarak Second Life’da yayınlanan reklamların marka bilinirliğindeki rolü. Doctoral dissertation, Marmara University, Istanbul, 2011.
• Doğan, E. Simülasyon kuramı bağlamında oyun içi reklam: “İkinci Hayat” oyunu örneği. Master's thesis, Marmara University, Istanbul, 2020.
• Çetin, Ö. İşletme eğitiminde sanal dünya uygulamalarının öğrenci motivasyonu üzerine etkisi; ‘‘Second Life’’ örneği. Master's thesis, Çağ University, Mersin, 2019.
• Kim, D.; Vorobel, O.; Kim, B. Students' Use of Second Life in Learning Spanish as a Foreign Language. Journal of Second Language Teaching and Research 2018, 6(1), 109-142.
• Davis, F. D. A technology acceptance model for empirically testing new end-user information systems: theory and results. Doctoral dissertation, Massachusetts Institute of Technology, Cambridge, 1986.
• Mathieson, K. Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information Systems Research 1991, 2(3), 173-191. doi: 10.1287/isre.2.3.173
• Davis, F. D.; Bagozzi, R. P.; Warshaw, P. R. User acceptance of computer technology: a comparison of two theoretical models. Management Science, 1989, 35(8), 982-1003.
• Çelik, Z. Tüketicilerin çevrimiçi bilgi arama sürecinde, bilgi edinme araçlarının satın alma niyetine etkisi ve bir araştırma. Doctoral dissertation, Marmara University, Istanbul, 2021.
• Yılmaz, C.; Tümtürk, A. İnternet üzerinden alışveriş niyetini etkileyen faktörlerin genişletilmiş teknoloji kabul modeli kullanarak incelenmesi ve bir model önerisi. Yönetim ve Ekonomi Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 2015, 22(2), 355-384. doi: 10.18657/yecbu.76242
• Zeren, D. Mobil hizmet inovasyonlarının kabulü: Türkiye örneği. Doctoral dissertation, Çukurova University, Adana, 2010.
• Kalyoncuoğlu, S. Tüketicilerin online alışverişlerindeki sanal kart kullanımlarının teknoloji kabul modeli ile incelenmesi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 2018, 20(2), 193-213.
• Türker, A.; Özaltın Türker, G. Turistik ürün satın alma davranışının teknoloji kabul modeli ile incelenmesi. Sosyal Bilimler Enstitüsü Dergisi 2013, 15(2), 281-312. Retrieved from https://dergipark.org.tr/tr/pub/deusosbil/issue/4633/63156
• Okşar, G. Sürdürülebilir tüketim davranışı ve teknoloji kabul modeli: Letgo ve Dolap uygulamaları örneği. Master's thesis, Kocaeli University, Kocaeli, 2021.
• Özer, G.; Özcan, M.; Aktaş, S. Muhasebecilerin bilgi teknolojisi kullanımının Teknoloji Kabul Modeli (TKM) ile incelenmesi. Journal of Yasar University 2010, 5(19), 3278 - 3293.
• Ingham, J.; Cadieux, J.; Berrada, A. M. E-shopping acceptance: a qualitative and meta-analytic review. Information & Management 2015, 52(1), 44-60. doi: 10.1016/j.im.2014.10.002
• Short, J.; Williams, E.; Christie, B. The social psychology of telecommunications 1976. New York, NY: John Wiley.
• Oh, C. S.; Bailenson, J. N.; Welch, G. F. A systematic review of social presence: definition, antecedents, and implications. Frontiers in Robotics and AI 2018, 5(Article 114), 1-35. doi: 10.3389/frobt.2018.00114
• Chang, C. J.; Hsu, B. C. Y.; Chen, M. Y. Viewing sports online during the covid-19 pandemic: the antecedent effects of social presence on the technology acceptance model. Sustainability 2022, 14(1), 341. doi: 10.3390/su14010341
• Salimon, M. G.; Sanuri, S. M. M.; Aliyu, O. A.; Perumal, S.; Yusr, M. M. E-learning satisfaction and retention: a concurrent perspective of cognitive absorption, perceived social presence and technology acceptance model. Journal of Systems and Information Technology 2021, 23(1), 109-129. https://doi.org/10.1108/JSIT-02-2020-0029
• Hassanein, K.; Head, M. Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies 2007, 65(5), 689-708. https://doi.org/10.1016/j.ijhcs.2006.11.018
• Gefen, D.; Straub, D.W. Managing User Trust in B2C e-Services. e-Service Journal, 2003, 2 (2), 7–24. doi: 10.2979/ESJ.2003.2.2.7
• Srivastava, S.C.; Chandra, S. Social presence in virtual world collaboration: An uncertainty reduction perspective using a mixed methods approach, MIS Quarterly 2018, 42 (2018), 779–803.
• Cheema, U.; Rizwan, M.; Jalal, R.; Durrani, F.; Sohail., N. The trend of online shopping in 21st century: impact of enjoyment in tam model. Asian Journal of Empirical Research 2013, 3(2), 131–141.
• Yin, J.; Huang, Y.; Ma, Z. Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model. Journal of Theoretical and Applied Electronic Commerce Research 2023, 18, 237–256. https://doi.org/ 10.3390/jtaer18010013
• Steuer, J. Defining virtual reality: dimensions determining telepresence. Journal of Communication 1992, 42(4), 73–93. doi:10.1111/j.1460-2466.1992.tb00812.x
• Nah, F. F. H.; Eschenbrenner, B.; DeWester, D. Enhancing brand equity through flow and telepresence: a comparison of 2d and 3d virtual worlds. MIS Quarterly 2011, 35(3), 731-747.
• Samira, B. A.; Rosyihan, H. M. What drives Indonesian adolescent gamers buying virtual product within leisure during pandemic? immersion versus telepresence. Eurasia: Economics & Business 2021, 2(44), 31-41.
• Moon, J.-W.; Kim, Y.-G. Extending the TAM for a World-Wide-Web context. Information & Management 2001, 38(4), 217–230. https://doi.org/10.1016/S0378- 7206(00)00061-6
• Agarwal, R.; Karahanna, E. Time Flies when You’re Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage, MIS Quarterly 2002, 24(4), 665–694. doi: 10.2307/3250951
• Koufaris, M. Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Inf. Syst. Res. 2002, 13, 205-223. doi: 10.1287/isre.13.2.205.83
• Gefen, D.; Karahanna, E.; Straub, D. W. Trust and tam in online shopping: an integrated model. MIS Quarterly 2003, 27(1), 51-90. https://doi.org/10.2307/30036519
• Davis, F. D. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly 1989, 13(3), 319-340.
• Choi, G.; Chung, H. Applying the technology acceptance model to social networking sites (sns): impact of subjective norm and social capital on the acceptance of sns. International Journal of Human-Computer Interaction 2013, 29(10), 619–628. doi:10.1080/10447318.2012.756333
• Shih, H. P. An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management 2004, 41(3), 351-368. https://doi.org/10.1016/S0378-7206(03)00079-X
• Fishbein, M.; Ajzen, I. Belief, attitude, intention and behavior: an introduction to theory and research 1975. Reading, MA: Addison-Wesley.
• Kürüm, A. A. Pandemi döneminde mobil uygulamalar üzerinden yapılan alişverişin teknoloji kabul modeli ile incelenmesi. Master's thesis, Bahçeşehir University, Istanbul, 2021.
• Gefen, D. E-commerce: the role of familiarity and trust. Omega 2000, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
• Pavlou, P. A. Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce 2003, 7(3), 101-134. doi: 10.1080/10864415.2003.11044275
• Ha, S.; Stoel, L. Consumer e-shopping acceptance: antecedents in a technology acceptance model. Journal of Business Research 2009, 62(5), 565-571. https://doi.org/10.1016/j.jbusres.2008.06.016
• Guo, C.; Shim, J. P.; Otondo, R. Social network services in China: an integrated model of centrality, trust, and technology acceptance. Journal of Global Information Technology Management 2010, 13(2), 76-99. doi: 10.1080/1097198X.2010.10856515
• Yin, J.; Huang, Y.; Ma, Z. Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model. Journal of Theoretical and Applied Electronic Commerce Research 2023, 18, 237–256. https://doi.org/ 10.3390/jtaer18010013
• Suntornpithug, N.; Khamalah, J. Machine and Person Interactivity: The Driving Forces Behind Influences on Consumers’ Willingness to Purchase Online. Journal of Electronic Commerce Research 2010, 11, 299–325.
• Animesh, A.; Pinsonneault, A.; Yang, S.-B.; Oh, W. An odyssey into virtual worlds: exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly 2011, 35(3), 789–810. https://doi.org/10.2307/23042809
• Nah, F. F. H.; Eschenbrenner, B.; DeWester, D. Enhancing brand equity through flow and telepresence: a comparison of 2d and 3d virtual worlds. MIS Quarterly 2011, 35(3), 731-747.
• Van der Heijden, H. Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management 2003, 40(6), 541–549. https://doi.org/10.1016/S0378-7206(02)00079-4
• Van der Heijden, H.; Verhagen, T.; Creemers, M. Understanding online purchase intentions: contributions from technology and trust perspectives. European Journal of Information Systems 2003, 12(1), 41–48. https://doi.org/10.1057/palgrave.ejis.3000445
• Chen, L.; Gillenson, M.L.; Sherrell, D.L. Enticing online consumers: an extended technology acceptance perspective. Information & Management 2002, 39(8), 705–719. https://doi.org/10.1016/S0378-7206(01)00127-6
• Kim, T.; Biocca, F. Telepresence via television: two dimensions of telepresence may have different connections to memory and persuasion. Journal of Computer-Mediated Communication 1997, 3(2). https://doi.org/10.1111/j.1083-6101.1997.tb00073.x
• Van der Heijden, H.; Verhagen, T.; Creemers, M. Predicting online purchase behavior: replications and tests of competing models. In Proceedings of the 34th Annual Hawaii International Conference on System Sciences, 2001. doi:10.1109/hicss.2001.927100
• Kalaycı, Ş. SPSS uygulamalı çok değişkenli istatistik teknikleri. Beşinci Baskı 2010. Ankara: Asil Yayın Dağıtım.
• Gürbüz, S.; Şahin, F. Sosyal bilimlerde araştırma yöntemleri 2018. Seçkin Yayıncılık.
• Çelikkol, Ş. Metaverse Dünyası'nın, Tüketici Satın Alma Davranışları Açısından Değerlendirilmesi. İstanbul Kent Üniversitesi İnsan ve Toplum Bilimleri Dergisi 2022, 3(1), 64-75.
• Averbek, G. S.; Türkyılmaz, C. A. Sanal evrende markaların geleceği: yeni internet dünyası metaverse ve marka uygulamaları. In M. Baş, İ. Erdoğan Tarakçı (Eds.). Sosyal bilimlerde multidisipliner çalışmalar teori, uygulama ve analizler, 2022 (pp. 99-139). Efe Akademi Yayınları.
• Çetinkaya, S.; Atsan, M. Dijital kimlik: Metaverse. In S. Karsu (Ed.). Pazarlamanın blok zincir deneyimi blockchain, 2022 (pp. 109-130). Nobel.
• Barnes, S. J.; Mattsson, J.; Hartley, N. Assessing the value of real-life brands in Virtual Worlds. Technological Forecasting and Social Change 2015, 92, 12–24. doi:10.1016/j.techfore.2014.10.017
• Hemp, P. The demise of Second Life? Harvard Business Review Online Version. Available online: https://hbr.org/2007/07/the-demise-of-second-life (accessed on May 28, 2022).
• Gent, E. Lessons from a Second Life > before meta, Philip Rosedale created an online universe. IEEE Spectrum 2022, 59(1), 19-19. doi: 10.1109/MSPEC.2022.9676346.