نقش ویژگی های آواتار بر هویتیابی مشتری و قصد خرید در دنیای متاورس (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر با هدف بررسی تأثیر ویژگی های آواتار بر هویت یابی مشتری و قصد خرید با نقش میانجی درگیری مشتری در متاورس انجام شده است. در این مطالعه برای جمع آوری داده ها از پرسشنامه استاندارد استفاده شده است. جامعه آماری پژوهش نسل هزاره و متولدین بعد از آن شهر اصفهان بوده که به علت نامحدودبودن جامعه آماری مطابق با جدول گرجسی و مورگان تعداد ۳۸۴ نفر در نظر گرفته شده است. روایی محتوای سؤال های پرسشنامه را استادان و خبرگان حوزه تجارت الکترونیک بررسی و تأیید کردند و سپس پایایی آن با ضریب آلفای کرونباخ تأیید شد. برای تجزیه وتحلیل و به کار گیری آزمون های پژوهش از نرم افزار SPSS24 و برای تحلیل عاملی و الگوسازی معادله های ساختاری از نرم افزار Smart PLS3.0 استفاده شده است. نتایج آزمون فرضیه های پژوهش نشان داد که توانایی ذهنی، مهارت های اجتماعی، توانایی ورزشی و توانایی هنری / موسیقی، توانایی ورزشی و جذابیت فیزیکی آواتار بر هویت یابی مشتری تأثیر مثبت و معنادار دارد. همچنین، هویت یابی مشتری بر درگیری مشتری، درگیری مشتری بر قصد خرید و هویت یابی مشتری بر قصد خرید تأثیر مثبت و معنادار دارد.The Role of Avatar Features in Customer Identification and Purchase Intention in the Metaverse World
This study investigated the impact of avatar features on customer identification and purchase intention in the metaverse with the mediating role of customer engagement. The data were collected using a standardized questionnaire. The statistical population comprised the millennial generation and those born thereafter in the city of Isfahan. Considering the unlimited population, a sample size of 384 individuals was determined based on Krejcie & Morgan’s (1970) table. The questionnaire's content validity was confirmed by professors and experts in the field of the metaverse and its reliability was established through Cronbach's alpha coefficient. The research tests were analyzed using SPSS 24 software, while factor analysis and structural equation modeling were performed using Smart PLS 3.0 software. The results of the model test indicated that avatar’s mental ability, avatar’s social skills, avatar's artistic/musical ability, avatar's athletic ability, and avatar's physical attractiveness exhibited positive and significant effects on customer identification. Additionally, customer identification demonstrated a positive and significant impact on customer engagement and purchase intention.
Introduction
The advent of advanced technologies has revolutionized people's lives, providing new opportunities for digital living. The metaverse, a virtual world that extends beyond reality, offers users the chance to engage in activities, such as shopping, trading, traveling, socializing, and interacting with others. Avatars play a crucial role in enhancing users' presence in the metaverse. Research has shown that users interact differently with something that resembles a human compared to inanimate objects. Thus, the human-like appearance of digital avatars is considered an essential and significant element in their conceptual definition as it promotes greater interaction. Despite the widespread importance of avatars and the need for companies and digital marketers to recognize the monetization potential through avatars and the fact that individuals invest money in customizing and enhancing the appearance of their avatars with unique apparel and accessories, there is a lack of research on the effects of avatar features on customer identification, engagement, and purchase intentions.
Methodology
This study employed a qualitative approach. Data collection and hypothesis testing were conducted through a questionnaire consisting of 28 questions, employing a 5-point Likert scale ranging from 1 (completely disagree) to 5 (completely agree). The statistical population of the study comprised the millennial and Generation-Z individuals residing in Isfahan City. A sample size of 227 participants was estimated using Cochran's formula. The content validity of the questionnaire was reviewed and verified by professors and experts specializing in metaverse marketing, while its reliability was confirmed through the calculation of Cronbach's alpha coefficient. Factor analysis and hypothesis testing were conducted using SPSS 24 and Smart PLS 3.0 software, respectively.
Findings
The findings of this study revealed that avatar's mental ability exhibited a positive and significant impact on customer identification. Similarly, avatar's social skills demonstrated a positive and significant influence on customer identification. Avatar's artistic/musical ability and athletic ability both had positive and significant effects on customer identification. The physical attractiveness of avatar positively influenced customer identification. Also, customer identification was found to have a positive and significant impact on both customer engagement and purchase intention. Furthermore, customer engagement was shown to have a positive and significant effect on purchase intention.
Conclusion
The findings of this study indicated that avatar features played a crucial role in facilitating customer identification within the metaverse. Additionally, both customer engagement and customer identification had positive effects on purchase intention. It could be concluded that the new generation desired to portray themselves as humorous and exciting, leading to the emergence of a competitive environment where individuals strived to make their avatars more attractive than others. These results had important implications for virtual world developers, metaverse managers, and brands, providing guidance for the design of virtual products and equipment tailored to avatars and the metaverse.
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