A STUDY ON METAVERSE USERS' VIRTUAL PRODUCTS PURCHASE INTENTION: SECOND LIFE EXAMPLE
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Dosyalar
Tarih
JUNE 2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Çağ Üniversitesi / Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Metaverse is seen as the 'internet of the future'. It attracts the attention of both the
business community and academia with the developments that have caused its name to
be mentioned frequently in recent times. In order to understand this concept, the
foundation of which has been laid long ago, and to understand the purchasing intentions
of its users, the Second Life, which is one of the first examples, has been examined. In
the thesis, which aims to determine the intention of Metaverse users to purchase virtual
products within the framework of the Second Life virtual world, an online survey was
applied to consumers in Second Life. In the conducted study, 267 valid data were
collected through convenience and judgement sampling method. Analyzes were made
with the SPSS program. Validity and reliability analyze of the extended Technology
Acceptance Model with attitude scale in the literature regarding the virtual product
purchase intentions of Metaverse users were made. As a result of the factor analysis
carried out in this direction, seven dimensions were determined. These sub-dimensions
are perceived social presence, perceived ease of use, attitude, enjoyment, trust,
telepresence and perceived usefulness, and their relationships are examined. Various
descriptive statistics, reliability and validity analyzes, multiple regression analyzes were
used in the analysis of the data. According to the results of the hypothesis tests, it was
not determined that perceived social presence had a positive effect on perceived
usefulness in SL. Other hypotheses put forward were supported.
Key words: metaverse, second life, virtual worlds, technology acceptance model.
