Teknoloji Öz Yeterliliği ve Sosyal Varlığın Metaverse Bağlanma ve Devam Niyeti Üzerindeki Etkilerinin İncelenmesi

Öz

Bu çalışma, teknoloji uygunluk teorisi (technology affordance theory ) ve uyaran-organizma-tepki (stimulus-organism-response theory) (SOR) teorisini benimsemektedir. Teknoloji uygunluk teorisi, bir teknolojinin kullanıcılarına belirli eylemleri gerçekleştirme fırsatları sunduğunu savunmaktadır. Bu teori, kullanıcıların tasarımın sunduğu imkanları nasıl fark ettikleri ve bu imkanları nasıl kullandıkları üzerine odaklanır. Öte yandan, uyaran-organizma-tepki teorisi, çevresel uyaranların birey üzerinde nasıl bir etki yaratarak, organizmanın (bireyin) bu uyaranlara nasıl tepki verdiğini açıklar. Dış dünyadaki bir uyaran (örneğin bir reklam, ürün tasarımı veya web sitesi arayüzü) bir organizma (birey) üzerinde bir etki yaratmaktadır. Bu etki, belirli bir tepkiye yol açmaktadır (örneğin, satın alma kararı, duygu durumu değişikliği, olumlu ya da olumsuz düşünceler vb.). Bu model, insanların çevresel faktörlere nasıl tepki verdiğini anlamaya yönelik psikolojik ve davranışsal bir çerçeve sunmaktadır. Bu teoriler ışığında, çalışma teknoloji öz yeterliliği ve sosyal varlığın metaverse bağlanma ve metaverse tabanlı sanal platformları kullanmaya devam etme niyeti üzerindeki etkilerini incelemektedir. Çalışma, nicel araştırma yöntemine dayanarak tasarlanmıştır. Araştırma tasarımı dijital oyunların metaverse dünyasına en yakın deneyimi sunduğu ve genç tüketiciler dijital oyunlara güçlü bir ilgi göstermesi nedeniyle dijital oyunlar üzerine kurgulanmıştır. Metaverse'teki dijital oyunlar üniversite öğrencilerine gösterilmiş ve çalışmaya katılmak isteyen katılımcılar bu dijital oyunları deneyimlemiştir. Araştırma verileri anket yoluyla 387 üniversite öğrencisinden toplanmıştır. Değişkenler arasındaki ilişkiler, Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) tekniği kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre, katılımcıların teknoloji öz yeterliliği, sosyal varlık ve metaverse bağlılığı üzerinde anlamlı bir etkisi olduğu görülmüştür. Sosyal varlık, metaverse'e bağlanma ve devam etme niyeti üzerinde de etkili olmaktadır. Ayrıca, metaverse'e bağlanmanın, metaverse tabanlı sanal platformları kullanmaya devam etme niyetini etkilediği belirlenmiştir. Araştırma ayrıca, metaverse bağlanma ve sosyal varlığın, teknoloji öz yeterliliği ile devam etme niyeti arasındaki ilişkide aracılık rolü oynadığını ortaya koymuştur. Sosyal varlığın da, teknoloji öz yeterliliği ile devam etme niyeti arasındaki ilişkide aracılık etkisi yaptığı tespit edilmiştir. Bu araştırma, tüketicilerin metaverse tabanlı teknolojik öz yeterlilik, sosyal varlık, bağlanma ve metaverse devam etme niyetine dair hem teorik hem de pratik içgörüler sunmaktadır. Teorik olarak, sanal ortamların toplumdaki artan rolünü göz önünde bulundurarak, çalışma metaverse katılımını anlamak ve geleceği şekillendirmek için değerli bir çerçeve sunar. Ayrıca, sanal dünya ile gerçek dünya arasındaki bağlantının incelenmesi, devam etme niyeti üzerine yeni yaklaşımların geliştirilmesi ve sanal ortamlarda sosyal etkileşimin derinlemesine anlaşılması açısından da katkı sağladığı düşünülmektedir. Pratik açıdan ise, metaverse gibi yeni teknolojilerin özellikle genç tüketiciler arasında nasıl kullanıldığını anlamak, teknoloji kabulü ve kullanıcı davranışları üzerine önemli veriler sağlar. Bu tür araştırmalar, teknoloji öz yeterliliği ve sosyal varlığın kullanıcı deneyimi üzerindeki etkilerini ortaya koyarak, metaverse platformlarının daha etkili bir şekilde tasarlanmasına katkıda bulunabilir. Sosyal varlık ve teknoloji algılarının, kullanıcıların metaverse'e olan bağlarını güçlendirebileceği ve platformları daha uzun süre kullanma niyetini etkileyebileceği anlaşılmaktadır. Bu bulgular, pazarlama stratejileri ve kullanıcılara yönelik tutundurma yöntemleri için değerli bilgiler sunmaktadır. Teknoloji öz yeterliliği ve sosyal varlık algısının, bireylerin metaverse deneyimlerine olan bağlanmaları ve sürekli kullanım niyetleri üzerindeki etkisini incelemek, hem psikolojik hem de teknolojik faktörlerin kullanıcı davranışları üzerindeki rolünü derinlemesine anlamaya yardımcı olabilir. Sonuç olarak, bu çalışma, metaverse platformlarını geliştiren işletmelerin kullanıcı odaklı stratejiler geliştirmelerine katkı sağlayabilir.

Anahtar Kelimeler

• Teknolojik öz yeterlilik
• sosyal varlık
• metaverse
• metaverse

Examining the Effects of Technology Self-Efficacy and Social Presence on Metaverse Attachment and Continuation Intention

Öz

This study adopts the technology affordance theory and stimulus-organism-response theory (SOR). Technology affordance theory argues that technology offers users opportunities to perform specific actions. This theory focuses on how users realize the opportunities provided by the design and how they use them. On the other hand, stimulus-organism-response theory explains how environmental stimuli affect the individual and how the organism (individual) responds to these stimuli. A stimulus in the external world (e.g. an advertisement, product design, or website interface) affects an organism (individual). This effect leads to a specific reaction (e.g. a purchase decision, mood change, positive or negative thoughts, etc.). This model provides a psychological and behavioral framework to understand how people respond to environmental factors. In light of these theories, the study examines the effects of technology self-efficacy and social presence on metaverse attachment and intention to continue using metaverse-based virtual platforms. The study was designed based on the quantitative research method. The research design was based on digital games because digital games offer the closest experience to the metaverse world, and young consumers show a strong interest in them. Digital games in the metaverse were shown to university students and participants who wanted to participate in the study experienced these digital games. The research data were collected from 387 university students through a survey. The relationships between the variables were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. According to the research results, the participants significantly affected their technology self-efficacy, social presence and metaverse attachment. Social presence also affects attachment to the metaverse and continuation intention. In addition, it was determined that attachment to the metaverse affects the intention to continue using metaverse-based virtual platforms. The research also revealed that metaverse attachment and social presence mediate the relationship between technology self-efficacy and continuation intention. It was also found that social presence mediates the relationship between technology self-efficacy and continuation intention. This research provides theoretical and practical insights into consumers’ metaverse-based technological self-efficacy, social presence, attachment, and metaverse continuance intention. Theoretically, considering the increasing role of virtual environments in society, the study provides a valuable framework for understanding metaverse participation and shaping the future. In addition, it is thought that examining the connection between the virtual world and the real world contributes to the development of new approaches to continuance intention and an in-depth understanding of social interaction in virtual environments. In practical terms, understanding how new technologies such as the metaverse are used, especially among young consumers, provides important data on technology acceptance and user behavior. Such studies can contribute to the more effective design of metaverse platforms by revealing the effects of technological self-efficacy and social presence on user experience. It is understood that social presence and technology perceptions can strengthen users’ attachments to the metaverse and affect their intention to use the platforms for extended periods. These findings provide valuable information for users' marketing strategies and promotional methods. Examining the impact of technology self-efficacy and social presence perception on individuals' commitment to metaverse experiences and continuous usage intentions can help deeply understand the role of psychological and technological factors on user behavior. As a result, this study can contribute to developing user-centered strategies by businesses developing metaverse platforms.

Anahtar Kelimeler

• Technological self-efficacy
• social presence
• attachment to metaverse
• intention to continuance to metaverse

Kaynakça

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