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| Research on Influencing Factors of Value Co-Creation Behavior of Metaverse Platform Users Based on Mixed Research Methods |
| Wang Xiwei1,2,3, Bi Yingying4, Li Mali1 |
1.School of Business and Management, Jilin University, Changchun 130022
2.Research Center for Big Data Management, Jilin University, Changchun 130022
3.Cyberspace Governance Research Center, Jilin University, Changchun 130022
4.Institute of National Development and Security Studies, Jilin University, Changchun 130022 |
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Abstract In recent years, the metaverse has become an active topic in academia and industry. Analyzing the factors influencing the value co-creation behavior of users on metaverse platforms can be useful to understand this behavior, identify the bottlenecks and solutions in the development of metaverse platforms, and promote the organic integration of metaverse technology in various industries. Using a mixed research method, the representative metaverse platform NetEase Yaotai in China was selected as the experimental object. In the qualitative research stage, semi-structured interviews were conducted with 24 NetEase Yaotai users, and the interview content was analyzed through qualitative coding to explore the preliminary factors influencing the user value co-creation behavior on the metaverse platform. In the quantitative research stage, a model of the factors influencing the value co-creation behavior of metaverse platform users was constructed by combining relevant literature on value co-creation theory and social support theory. A questionnaire survey was used to collect data, and the structural equation method was applied to empirically verify and analyze the constructed model. The results of the empirical research show that human-human interaction and human-computer interaction have a significant positive influence on social support, which has a significant positive impact on the willingness to co-create value among users of the metaverse platform. The degrees of freedom, avatar, and immersion quality of the metaverse platform capabilities have a significant positive influence on the willingness of metaverse platform users to co-create, whereas value, privacy, and security risks have a significant negative influence. The willingness of users to co-create value on the metaverse platform has a significant positive impact on users' value co-creation behavior.
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Received: 29 March 2024
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