[论文解读] Can I invest in Metaverse? The effect of obtained information and perceived risk on purchase intention by the perspective of the information adoption model

İbrahim Halil Efendi̇oğlu|arXiv (Cornell University)|May 30, 2022

Virtual Reality Applications and Impacts被引用 14

一句话总结

本研究基于信息采纳模型，探讨信息质量与感知风险如何影响消费者在元宇宙投资中的购买意愿。基于495名参与者的调查数据，研究发现，信息质量越高、越可靠，投资意愿显著增强；而感知风险则显著降低投资意愿，凸显了在数字资产决策中关键的影响因素。

ABSTRACT

Metaverse is a virtual universe that combines the physical world and the digital world. People can socialize, play games and even shop with their avatars created in this virtual environment. Metaverse, which is growing very fast in terms of investment, is both a profitable and risky area for consumers. In order to enter the Metaverse for investment purposes, it is necessary to do a certain research and gather information. In this direction, the aim of the study is to determine the effect of the quality of the information obtained by the consumers about the metaverse world, the reliability of the information and the perceived risk, on the purchase intention from the point of view of the information adoption model. For the research, data were collected online from 495 consumers who were interested in metaverse investment. AMOS and SPSS package programs were used in the analysis. First, descriptive statistical analyzes were made for the basic structure of the variables. Then the reliability and validity of the model were tested. Finally, the structural equation model was used to test the proposed model. According to the findings, the reliability and quality of the information affect the purchase intention positively and significantly, while the perceived risk affects the purchase intention negatively and significantly.

研究动机与目标

• 探讨信息质量与可靠性对消费者在元宇宙投资中购买意愿的影响。
• 评估感知风险如何影响消费者在元宇宙中的投资意愿。
• 验证信息采纳模型在新兴虚拟经济背景下的适用性。
• 为塑造数字沉浸环境中投资决策的行为因素提供实证证据。

提出的方法

• 通过在线调查收集了495名对元宇宙投资感兴趣的消费者的数据。
• 使用描述性统计分析变量的基本结构。
• 通过Cronbach's alpha和验证性因子分析检验测量模型的信度与效度。
• 采用结构方程模型（SEM）方法检验各构念之间假设关系。
• 使用AMOS和SPSS软件进行数据分析与模型估计。

实验结果

研究问题

• RQ1 关于元宇宙的信息质量如何影响消费者的购买意愿？
• RQ2 信息的可靠性在多大程度上影响元宇宙投资意愿？
• RQ3 感知风险在多大程度上影响消费者对元宇宙投资机会的意愿？
• RQ4 信息采纳模型在多大程度上能够解释元宇宙背景下的投资意愿？

主要发现

• 信息质量对购买意愿具有积极且统计显著的影响（p < 0.05）。
• 信息的可靠性显著增强了消费者在元宇宙投资中的意愿。
• 感知风险对购买意愿具有显著负向影响，表明在虚拟投资决策中存在风险规避倾向。
• 整体结构模型展现出良好的拟合指数，支持了所提出框架的有效性。